What's a growler?

A growler is simply a vessel used to transport beer, or in this case, Port. They are a trend made popular by craft breweries. A customer would purchase a growler (usually a swing-cap glass bottle) and a fill, then return with their empty bottles to purchase a refill at a reduced cost. It's a longstanding tradition that now includes wine. a similar practice would be the "bring your own bottle" events that some wineries offer, however, a Port growler is much easier and less expensive to operate because Port is not adversely affected by temperature changes, or head space in the barrel. That means no expensive nitrogen, cooling, or bladder systems are necessary.

In short, this concept is simple to execute. All that you need to begin is an old "neutral" barrel, some growlers, and a tap. ok, maybe a few more supplies.

but why do we need Port?

Tasting rooms at the most celebrated wineries offer a broad lineup that includes sweet dessert or Port-style wines. sweet wines and Ports are increasingly popular, and not just for after dinner. They are being served as an apéritif, in cocktails, over ice, and even hot. (Tawny apple cider, anyone?) Ports are also great to cook, grill, and bake with. With a Port growler program through Madera Port Works, you can expand and diversify your wine list by adding one or more specialty Ports at any time of the year, without impacting your production or bottling schedule. We offer seasonal rubies, rosés, and aged tawny styles (that you won't have to spend years developing), that will please many palates.

so...can a growler program improve overall tasting room productivity?

Yes! We've found that a well marketed growler program helps build customer loyalty, increase brand awareness, and demonstrates innovation. 

Specifically, our research reflects that a tasting room team leveraging their growler will experience:

Additional repeat business- Customers that buy growler bottles will return for refills. they instantly become regulars.

Higher customer conversion/ new customers- A new and unique offering attracts new customers, and converts tasters and lookers into buyers.

Great social media content: new releases, recipes, food pairings, etc make great posts for facebook, instagram, twitter, etc.

increased email capture rates/ Followers- every customer that buys a growler bottle will want to know when there's a "new release", or be sent cocktail recipes, or food paring suggestions.

support for tasting rooms is available

Successful retailers (this is includes winery tasting rooms!) know that it takes more than a great product on your shelf to earn a positive brand image and strong sales result. Madera Port Works Retail sales consultants can help you begin and maintain your growler program. We can also provide Port training classes for your tasting room staff.

To learn about a plan customized to your specific needs and goals, for a breakdown of actual costs and potential profits, or for general retail questions, Please contact Liz Mireles at Madera Port Works.