Fresno State Winery business and marketing manager Kevin Smith knows student-produced products have a special place in the hearts of Central Valley consumers, and he is finding ways to continue to serve the community during the national economic downturn.
Since the COVID-19 pandemic’s changes to restaurant and store access, Smith sensed consumer needs were quickly changing so he created a host of new winery promotions. Shoppers have enjoyed $5 in-state shipping for any size purchase since then, as well as sales of up to 30% off on many favorite wines.
While his wholesale wine sales have dropped by about 30%, direct sales have increased by about 500% as consumers have turned to shopping online. Not surprisingly, both promotions will continue indefinitely while supplies last.
That shift has meant that about 90% of sales in recent months have come from direct orders over the phone or via the winery website, compared to the past, when 90% came from wholesale orders from stores and restaurants.
“If you’re a wine consumer this is a great time,” Smith said. “There’s a lot of competition to deliver wine to your doorstep, or to other people as gifts, which is a big part of the market. We have spent much more attention on our website, social media and wine clubs to make it easier to shop and relate what makes us special.”
The campus winery has previously relied largely on in-person sales on campus at the Gibson Farm Market; nearby off-campus outlets Save Mart Supermarket, Trader Joe’s, Costco and the Meat Market in Clovis; and other large wine and alcohol industry stores like BevMo and Total Wine. However, those off-campus relationships take time to nurture and order sizes can fluctuate based on space availability and competition.
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