OKANAGAN CRUSH PAD

Association with Okanagan Terroir
OCP should view the representation of their beloved terroir differently; from a fresh angle, using unique ideas and inspirations,
much as they did when creating the winery itself. This means they should steer away from any messaging or representation of
the Okanagan that has been executed before, as much as possible. The Okanagan has hundreds of wineries, most resting on the
reputation of the region, trying to deliver this as part of their marketing messages; OCP needs to find an original way to do this.
While this may seem difficult (the wine industry and the Okanagan valley is steeped in tradition and respect for the land),
moving away from the traditional images of the valley is an excellent first step. By using stylized pictures of the valley, or
using more diverse, poignant images, OCP can still get across the Okanagan message while being original. For example, rather
than panoramic landscape photographs, OCP could manipulate these into sharp, vivid graffiti or oil paintings; close up of
gnarled vine trunks; macro shots of grapes or dirt; or even satellite images of the entire valley with some appropriate witty or
provoking copy.
OCP is rightly proud of their location in Summerland, BC. However, to anyone apart from experts, and hardly any end
consumers, photographs of one vineyard do not distinguish it from any other photograph of a different vineyard. There is no
message of real pride, just a reference to the land itself. If OCP can embrace a new, exciting way to represent the Okanagan in
their use of images and copy, they will set themselves apart as true devotees to the terroir they so often reference and admire.
OCP also do not focus on advertising in any local (Okanagan) media, rather directing their efforts toward the greater B.C.
metropolitan areas. While this may seem negligible, almost pointless and perhaps saturated with competitors, given their close
ties to the region, they should consider supporting the local businesses and press.
Increase Brand Awareness
OCP have been largely successful in creating demand for their wines. They have managed to sell all of their wines produced to
date, and sales for their 2012 vintage are brisk.
One should consider however that much of this demand is being generated by the fact the OCP is a new winery with different
production methods; this has generated PR and industry interest, and thus many are wanting to put them to the test. OCP need
to be prepared for when their “story” starts to lose originality and interest fades.
To maintain media, industry and ultimately consumer interest, OCP will need to continue to devise unique products,
manufacturing methods, and services. They should continuously scour the winemaking world for new developments in
fermentation and production technologies, trends, and materials, testing and implementing them in their Okanagan winery and
continuously engaging with the media about their latest trials and discoveries. This will keep the media at OCP’s door looking
for stories, and industry influencers interested in what they are doing next.
Right now, OCP can create further awareness by adopting a pull strategy at the consumer level. Now that their production has
almost doubled, OCP should consider more tasting events at retailers.
OCP also sponsors wine at numerous events, but very little awareness of the brand is generated at these; they prefer to simply
be mentioned with thanks, and pour the wine. This is a missed opportunity to communicate with consumer segments with high
potential (as sponsorships are chosen to suit their products). No mention is made as to who OCP is, where they are from, their
unique custom crush model, or concrete egg fermentation process. OCP need to persuade the organizers or events they sponsor
to allow them more opportunities to get these stories and information across to the people drinking their wine.
Direct Marketing Recommendations
OCP’s direct marketing efforts should be focused around their key objectives:
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