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Wine Leverage Launches New Website (Press Release)

DTC white paper with insights available from CEO available on website
April 22, 2013

Wine Leverage, the wine industry’s leading telephone marketing company/‘relationship marketing’ firm/wine telesales company, has launched a new website which includes an explanation of the firm’s procedures as well as operating philosophy. Founded in 2009 by John Martini, Wine Leverage conducts relationship marketing for 58 super/ultra/luxury wineries in California, Oregon and Washington and has 22 staff members.

“We run tightly focused sales campaigns, contacting customers on a winery’s club and mailing lists. We focus on wineries with marked points of difference in wines, winemaking philosophy, vineyards and personality whether expressed in terroir, ambiance or architecture,” explains owner/CEO John Martini. Martini, whose extensive wine industry background includes a focus on direct-to-consumer marketing since 1994, offers a provocative set of insights in a white paper on the new website: taking advantage of Martini’s comments should be a step every wine marketer takes. They include:

  • how good is your visitor center experience?
  • how good is your database?
  • sales eblasts rarely exceed 1-3 percent success rate
  • a well-done DTC phone call campaign can generate up to a 50 percent success rate.

Since one of Wine Leverage’s distinguishing business advantages is that the firm doesn’t leave any kind of online visibility, names of their clients are not released. One very satisfied customer is Jessup Cellars. General manager Judd Wallenbrock recently commented that “Jessup Cellars is primarily a direct to consumer winery. We were pretty confident in our DTC skills but we were amazed at what Wine Leverage was able to accomplish against both our club and mailing lists. We thought a $100,000 campaign would be nice…we did not expect to do four times that.”

The website details the appeal of ‘relationship marketing.’ There are numerous compelling reasons to use Wine Leverage’s services, including, perhaps most importantly, that “we do not leave an electronic footprint which is visible or traceable,” as Martini explains. In addition, Wine Leverage’s campaigns generate increased traffic at wineries, both electronic and in person. Wine Leverage is PCI compliant and has a Broker 16 license and is also integrated with Nexternal, Ewinery, Elypsis and Vin65.

John Martini has 25 years of experience in the wine industry having held senior management positions at Heublein wines, Gallo, Domaine Chandon and Trinchero Family Estates as well as consulting for a number of super/ultra-premium wineries. Most recently he was president of Pepper Tree, Briar Ridge and Tallavera Grove wineries in Australia. John’s career emphasis has been in marketing, sales and strategic planning with an emphasis on brand/company turn-arounds, repositioning and restaging. He has over 15 years of experience in winery direct sales management, strategy development and techniques. Martini began his career in packaged goods food and was a co-founder of Breakthrough Software and Joe Boxer underwear. He has a Bachelor of Arts from University of the Pacific, an MBA from Northwestern University and attended the advanced management program at INSEAD in Avon, France.

The website was designed by CustomWebApps, a firm founded in 1999 by Ryan Tharp as an integrated solution provider for web and marketing services. CustomWebApps helps companies to efficiently interact with employees, customers, and vendors and has helped companies all over the United States to create customized web applications.

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