Marketing Irvine Merlots

The philosophy behind the Irvine domestic and export marketing is simple.

1. We have planned our future based on the full bearing of the Eden Valley vineyard in the year 2009. The emphasis is on one grape - Merlot, although we have niche products by personal desire and by demonstrated market need. All business planning is aligned to the timing of the full bearing of the vineyard.
2. We place great emphasis on export than domestic marketing with an end target of exporting 65% of production.
3. We will concentrate on the emerging markets before the traditional so as to be part of the new growth. The whole Pacific Rim is the prime aim, but we have also established strong markets in Switzerland, and most recently (this year) have started exporting to UK and Ireland.
4. The existing distribution chain will be satisfied prior to any extension.
5. Distributor contact on a personal basis is held to be critical.
6. Sales support by product descriptions, functions, own magazine, CD-ROM, website, and substantial tasting allowances is critical to spread the word on Irvine Merlot worldwide. All items to be of the highest standard to match our Grand Merlot image.