OKANAGAN CRUSH PAD

Launch and operational funding has been through seed capital dollars – this is almost exhausted, so the business needs
to sustain itself and future growth through sales revenue.
The facility is working at full capacity, and will need to expand in order to continue growth.
Controversy presides over their “virtual” concrete and crush pad model.
Unique processes are not being leveraged - the public, including retailers and consumers, aren’t aware of the product’s
unique selling point - “raised in concrete”.
Confusion about the brand, as there is also a Crush Pad in California.
Marketing and advertising efforts are not always consistent with the brand character.
External – Opportunities
Industry research, market trends, and the competitive analysis indicate a common theme; the modernization of the wine
industry, to take advantage of a large, rapidly growing consumer market and their unique preferences.
Continual growth of the wine market due to increasing demand from emerging wine consumer segments (Gen. Y).
Increased desire for boutique/craft wineries, which are smaller and have unique stories and brand character.
Consumers are purchasing more liquor in restaurants.
On-trade companies and retailers are the largest distribution channels of wine.
Corkage is increasing in popularity; encouraging wine drinkers to either increase consumption at the retail level.
Market demand shift to creative label design, matching brand character, identifying with changing consumer demands.
Kegging and boxing wine for “on-tap” options at restaurants are increasing in popularity.
External – Threats
The main threat in the marketplace is the vast number of Okanagan competitors, also potentially taking advantage of current
trends and opportunities. Others include:
The concrete egg fermentation process, as well as the custom crush concept, is open to any other potential winemaker.
Misconception that concrete fermentation is lower quality than copper and oak barrels.
Strong threat of substitutes from the many small and micro Okanagan wineries, and international imports.
Retailers and resellers have to a lot of options to choose from in the alcoholic beverage industry.
Volatile environmental influences (weather patterns and climate change), (Klassen, 2012).
Campaign Overview
OCP’s 2012 seasonal campaign was titled “Liquid Geography” and ran from May to October, but advertisements are still being
published. The budget for Liquid Geography dedicated $42,000 to print and online advertising, and $50,000 in total for direct
marketing, events, and sales promotion efforts. OCP’s objectives were to create product and brand awareness by utilizing wordof-mouth
marketing and leveraging the buzz around their unique business model. This plays into their desired image as being
rebellious, pioneering and unique wine crafters.
Campaign Objectives
Liquid Geography intended to:
Establish and position the OCP brand
Create strong associations between OCP and the Okanagan terroir
Create awareness of the OCP “story”, culture and personality
Create a reputation as a producer of distinct, prestige, low-volume wines
Create consumer demand in retail and distribution channels through pull strategies
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