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Archive for June, 2009


June 23

3
2009

Wine Club Retention

Wine Club Member Retention

Daily reminders of the struggling economy surround us.  Housing foreclosures are on the rise, restaurants and retailers are suffering, and businesses are cutting back.  Despite Napa Valley’s notoriety as a world-class wine-producing region, it is not immune to the effects of the economy.  Overall sales including direct-to-consumer (DTC) sales are down.  Wine clubs, which account for a winery’s best profit margins and serve as a great way to build a loyal customer base, are taking a hit.

 The average wine club member belongs to multiple wine clubs, and several are opting out completely or simply limiting the number of clubs they belong to in an effort to save money.  These members are savvy consumers and the quality of benefits offered definitely shapes their decision making process.  This is, therefore, a critical time for wineries to proactively assess strategies for wine club member retention.

In general wineries offer the same amenities to their wine club members: discounts, VIP access, free tastings, “club only wines”, reduced shipping rates, winemaker notes, recipes, and private events.  To remain competitive, it is imperative for wineries to critically evaluate their wine club as a “product” and compare their amenities and programs with their neighbors.  Wineries should focus on a number of tools to retain members, but for the sake of this article I will focus on recipes and events.

food as the natural marketing partner for wine

On premise sales are down for a large percentage of Napa Valley’s top wineries, and more people are dining at home. If your wine club offers recipes, now is the time to focus on comfort foods that pair well with the winery’s more affordable bottles.  Choose recipes with broad appeal, using ingredients that won’t break the bank. 

If your winery doesn’t offer recipes, now is an auspicious time to reap the long-term benefits of developing an exclusive recipe program to excite the existing wine club base.  Involve wine club members in the process and ask them about their personal cooking interests and then develop quality recipes to reflect the personality of the winery.  Value added collateral marketing material such as recipe pairings doesn’t just benefit wine club retention; it can also attract new membership to the wine club.

‘value events’ for 2009 and beyond

The economy is weak but that doesn’t necessarily mean wineries should limit their number or quality of wine club events.  Consumers are still looking for activities and social events, and by offering free or low-cost events, the relationship between the winery and the consumer is nurtured and equally important, the winery creates an additional opportunity for sales.  By utilizing your facility and existing talent, it is possible to successfully create budget conscious events such as a meet-and-greet with the winemaker, a crush party, or a themed supper featuring low cost dishes.

wine club member participation

Some members are more active than others, and I’m sure you’ve noticed a few regulars who attend every event.  They are obviously personally invested in your winery, so why not encourage them to participate in the planning of events?  Not only will this give them as sense of ownership, it gives you a free source of labor. 

don’t forget your other team members

Caterers, musicians, linen and tent rental companies, and a variety of other vendors with whom you have worked with have likely been adversely affected by the economy as well.  You have shared in each other’s success and will likely continue to do so as the economy improves.  And, as a result, they will probably be open to work within your feasible budgets for ‘value events’.

stay connected with your past wine club members

When a consumer does not renew their membership, save their contact information in a separate mailing list and keep in touch via e-blasts or a blog.  Beyond keeping them apprised of new wine releases, let them know you appreciate their past loyalty by sending them a recipe and wine pairing or offering a discount on value wines each quarter.  The economy is going to improve and when it does, they will appreciate your loyalty and generosity in these difficult times.

Winery Chefs offers custom support tools for wine club retention, drawing on years of experience in the culinary arts and a deep passion for food and wine.  Services include recipe development, program development and implementation, and collateral marketing material.  For more information, please visit www.winerychefs.com or contact Chef Richard Haake at 707-637-7403.

 

June 14

0
2009

Summer Garden 2009- part 1

I maintain a garden at home throughout the year. Summer presents me with the opportunity to try new things. This year I have rotated plant location, worked the soil and updated the irrigation. I choose to use starts from Forni Brown gardens in Calistoga. I like starting from seed with some plantings but I definitely like the convenance of using starts. These pictures were taken the first of May. 

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June 12

0
2009

Winery Chefs Summer Menu 2009

Summer Menu 2009

Light, Crisp White Wines

panzanella salad with garden tomatoes, cucumbers, skyhill goat cheese, olives, red onions, capers, garlic croutons, sherry vinaigrette

olive oil poached halibut with preserved lemon-fennel relish, carrot jus and mache

brandade croquette with piquillo pepper coulis

Medium Bodied, Fruit Forward Whites

ricotta stuffed squash blossoms with shaved zucchini salad, mint, toasted pine nuts

kippered wild king salmon salad with summer beans, sweet 100 tomatoes, fines herbs, and horseradish crème fraîche

stripped bass with tomato consommé, braised fennel, meyer lemon olive oil

Full Bodied Whites

grilled peach salad with endive, point reyes blue cheese, shallots, hazelnuts, and champagne vinaigrette

lobster ravioli with chanterelle mushrooms, brentwood corn and saffron nage

pan seared quail with morel mushrooms, fava beans, and thyme jus

Off Dry Whites

heirloom tomato gazpacho with serrano ham and hard cooked egg

angry gulf shrimp with green papaya salad

pan seared diver scallop, heirloom melon salad, jalapeno peppers, cumin-lime vinaigrette

Lighter Reds (think rose)

lulu’s bouillabaisse with rouille

grilled vegetable terrine with smoked tomato coulis

mary’s free range chicken under brick with provencal vegetables and black truffle sauce

Medium Bodied, Low Tannin Reds

smoked duck breast salad, figs, grilled red onions, chanterelle mushrooms, hazelnuts and sherry vinaigrette

cedar planked wild king salmon with cherry cola bbq sauce and succotash

grilled pork chop, penne gratin, savory summer beans and bacon oo-la-la

Full Bodied, Big Fruit Reds

grilled flat iron with chimichurri, pole beans and crispy potatoes

grilled opah with ratatouille, crispy polenta cake, and warm balsamic-shallot jus

ras el hanout and orange marinated pozzi lamb t-bones, chana dal, arugula and pepper salad

Young, Big, Bold Tannic Reds

grilled eye of rib-eye and shallot sauce, potato gratin and sausalito watercress

grilled pozzi ranch lamb tenderloin with eggplant lasagna, and tapenade sauce

tournedos of sturgeon, horseradish potato puree, port reduction, romano beans, upland cress

Older Vintage Reds

slow roasted pozzi rack of lamb, fresh shelling beans, tomato confit, squash, rosemary jus

pan seared squab with giblet-thyme jus, corn cream, potato ravioli, pea tendrils

seared dry aged n.y strip with wild mushroom tart with two sauces; béarnaise and bordelaise

Semi-Sweet Dessert Wines

apricot and cherry galette

crème fraîche ice cream with sebastopol berries

assorted seasonal sorbets

Sweet Dessert Wines

peach tart tartin with honey ice cream

mission fig, mascarpone cheese, and walnut tart with anis gelato

crème brulee

Port

sharfen berger chocolate truffle cake with blue bottle coffee Ice cream

scharfen berger pot au crème

sundried cherry and chocolate bread pudding


Winery Chefs offers cheese course for all styles of wines, please feel free to make a cheese course as one of your options

June 11

0
2009

Grillades and Grits

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Grillades and Grits

           Serves 10

Grillades:

4 pounds veal round steak

1 cup flour

1 tablespoon spanish paprika

1 tablespoon salt

2 teaspoons black pepper

½ cup grape seed oil

2 cups onions, small diced

1 cup green bell peppers, small diced

1 cup celery, small diced

2 tablespoons garlic, minced

1 tablespoon fresh picked thyme leaves

1 tablespoon of seasoned flour

2 cups peeled de-seeded crushed tomatoes with juice

2 cups chicken stock

2 teaspoons Tabasco

1 tablespoon Worcestershire sauce

2 bay leaves

salt and black pepper

 

Grits:

4 cups water

4 cups milk

2 teaspoons salt

1 teaspoon freshly ground white pepper

4 tablespoons butter

1 and 1/2 cups stone ground white grits, not instant

16 ounces finely grated white cheddar cheese

 

2 tablespoons scallions, slice green tops

 

Trim excess fat off the veal round and slice thin 2×3 inch squares from the meat. Using a meat mallet pound the 2-inch squares into thin flat pieces of meat.   In a bowl combine flour, paprika, salt and pepper. In a large deep-sided skillet or sauté pan over medium high heat add a ¼ cup of grape seed oil and heat. Dredge the meat in the flour making sure you shake of any excess flour and brown the meat in the pan on both sides. Remove the meat from the pan onto a plate lined with a paper towel. Repeat this process until all the meat is browned. Add the remaining oil to the pan and add the onions, celery and bell pepper.  Cook them over medium heat until they are tender.  Add the garlic and thyme then cook for two minutes. Stir in 1 tablespoon of the seasoned flour and cook for two more minutes. Add the tomatoes; reduce the heat to medium and cook for five minute. Add the chicken stock, Tabasco, Worcestershire, bay leaves and salt and pepper. Return the meat to the broth and simmer for 45 minutes until the meat is tender.  Season to taste with salt and pepper.

 

In a large saucepan, over medium heat, combine the water, milk, salt, pepper and 2 tablespoons of the butter. Bring the liquid to a gentle boil. Stir in the grits. Cook for 1 hour and 15 minutes, stirring occasionally. (*The grits will stick to the bottom of the pan, so make sure not to scrape the bottom of the pan. If the grits absorbed all of the water, add some hot water to thin out the grits.)  Remove the pan from the heat and stir in the remaining 2 tablespoons butter and cheese.

 

To serve place a generous portion of grits in a shallow bowl, top with a spoonful of the grillades and garnish with the scallions.

 

Enjoy with a glass of 2001 Schramsberg Reserve.

 

To find out more about Winery Chefs and other wonderful recipes that pair with wine visit ww.winerychefs.com.

June 10

0
2009

Winery Chefs Richard Haake is host chef for Rising Star Chefs event July 17 at Charles Krug Winery

http://www.starchefs.com/chefs/rising_stars/2009/napa_sonoma/index.shtml

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