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Sustainable Winegrowing with Vineyard Team

Sustainable Winegrowing with the Vineyard Team brings you the latest in science and research for the wine industry. This on-the-go, sustainable farming educational resource provides in-depth technical information on topics like integrated pest management, fruit quality, water conservation, and nutrient management from experts like Dr. Mark Fuchs of Cornell University, Dr. Michelle Moyer of Washington State University, Cooperative Extension Specialists, veteran growers, and more. Our podcasts will help you make smarter, sustainable vineyard management decisions to increase efficiency, conserve resources, and maximize fruit quality.

Oct 23, 2023

Looking for a fun group project for the upcoming slow season? Grab your team and create a Sustainable QR Tour!

Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so you can show your customers that you share their values.

A Sustainable QR Tour is a unique, educational, self-guided way for your guests to learn about your brand’s sustainable practices.

When you create your Sustainable QR Tour, you will:

1.       Showcase your sustainable attractions.

2.       Explain each attraction with a short video or quick written description.

3.       Bring your tour to life by posting your QR codes and making a map.

By taking your Sustainable QR Tour, your visitors will:

  1. Learn about your brand’s values.
  2. See sustainability in action.
  3. Enjoy an activity as they taste your sustainable wines.

In this Marketing Tip, we’ll walk you through all of the steps to create your Sustainable QR Tour.

Step 1: Identify Your Sustainable Attractions

  1. Get your team together and talk about examples of sustainability at your property.
  2. Pick 5 to 10 things that can be seen and/or approached by a visitor at your property. These will be the attractions for your QR tour.
  3. Take notes about the sustainable aspects of each attraction, and why it is important to your brand. These will be used to create the content describing each attraction.

Ideas to Get You Started

Vineyard Attractions

  • Vines (Value #2: Water Management)
    • Soil and plant-based moisture monitoring devices ensure vines are irrigated when needed.
    • Drip-irrigation systems use 20-50% less water per-acre than sprinkler systems.
  • Owl box (Value #3: Safe Pest Management)
    • Owls are natural predators for vertebrate pests like squirrels and gophers.
  • Cover crop (Value #5: Habitat)
    • Contribute to the vineyard ecosystem’s biodiversity.
    • Provide homes for beneficial insects.
    • Prevent soil erosion.

Winery/Tasting Room Attractions

  • Solar panels/EV charging stations (Value #4: Energy Efficiency)
    • Capturing the sun’s energy means less draw from the grid.
  • Pamphlets for charitable foundations, organizations, etc (Value #1: Social Responsibility)
    • Socially responsible businesses give back to their communities.
  • Your brand’s Newsletter (Value #6: Business)
    • Sustainable businesses celebrate their successes and plan for the future.
  • 7 Values of SIP Certified table sign (Value #7: Always Evolving)
    • SIP Certified members stay up to date with the latest sustainable winegrowing practices

Step 2: Explain Each Sustainable Attraction

Create Your Content

Each one of your sustainable tour attractions will have its own QR code. When scanned, the code should open up either a video or a written description.

  • Use video: Grab your phone and in two minutes or less, introduce the topic, explain its sustainable aspects, and tell the viewer why it is important to your brand. Post your videos to YouTube, or give each one a dedicated blog post on your website.
  • Write it out: Create a blog post on your website for each of your sustainable attractions and put the information in writing.

It is important that the information for each sustainable attraction is on its own page! That way, when the QR code is scanned, only the information for the appropriate attraction opens.

Generate Your QR Codes

Visit the published page for each sustainable attraction’s content, and follow these steps to generate your QR code:

  • Tap your mouse’s right clicker anywhere on the web page.
  • Click “Create QR code for this page.”
    • WARNING: Don’t modify the link that appears under the QR code!
  • Click the button to Download your QR code.
  • Rename your QR code so it’s easily identifiable.
    • SIP Tip: use a name that includes the tour stop (e.g.: cover crop video)
  • Save your QR code on your computer.

Step 3: Bring Your Tour to Life

Now it’s time to post your QR codes at your stops, and make a map so visitors know where to find them.

Print & Post Your QR Codes

You will need to print your QR codes and give them a clear, protective covering to shield them from the elements. You can use a laminator, packing tape, or clear binder inserts. Or have them printed on a material that can withstand the elements.

Attach them to a sturdy surface at or in view of your Sustainable QR Tour attraction.

Make a Map

Your visitors will want to know where to go when they embark on your Sustainable QR Tour!

Your map can be hand drawn, or you can use an application like Canva, or Adobe Illustrator to make your map.

On the back of the map, list out your stops in the order they appear along the path, and give a quick hint for finding the QR code.

SIP Tip: Make it a Game!

Create a quiz sheet for your guests, and have them complete it once they visit all of the stops. Or, encourage them to post a picture or video from their tour experience on their social media and tag you.

Put your guest’s names into a pot for a monthly drawing, and get creative with your prizes! A complimentary tasting for two, a piece of SWAG from your shop, or a private tour with your General Manager, Winemaker, or Vineyard Manager are just a few ideas.

Coming Up...

Our next Marketing Tip will feature the final story in this year’s round of Sustainable Stories from SIP Certified Members. Be sure you don’t miss the inspiring story of how Talley Vineyards supports all of their employees in their professional development.

We are here to help you tell your customers how your brand protects natural and human resources with the Sustainable Story program.

This simple yet powerful free tool helps you tell your own personal sustainable message. And it just got better with a new online course.  Go to the show notes, click the link titled Tell Your Sustainable Story to sign up, download the worksheet, watch the videos, and you are ready to tell your Sustainable Story!

Until next time, this is Sustainable Winegrowing with the Vineyard Team.


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