Issue link: http://winesandvines.uberflip.com/i/74662
M ar K eti NG want them to overlook club members, who don't pay for tastings. The winery has about 7,000 club mem- bers and needs to sign up about 300 each month to overcome the usual attrition. Club members are important to the winery: They account for a large portion of direct sales. The winery allows members to "go on vacation," and suspend shipments for a while without actually leaving the club, which helps in times like these. St. Supéry uses AMS for point-of- service, inventory and e-commerce—in fact, just about everything enterprise- wide, says Russell. It uses Vertical Response for e-mail marketing and has a custom-built consumer marketing database. The winery uses Wineshipping for fulfillment and pours from Riedel crystal in the tasting room. V. Sattui Winery: Food's the hook No visitor to Napa Valley could miss V. Sattui in south St. Helena. It's the only winery in Napa County with a delicates- sen, which it combines with an attractive picnic area to lure visitors. Castello di Amorosa, which like V. Sat- tui is owned by Dario Sattui, is a $35 mil- lion replica of an authentic 13th century Italian hilltop castle complete with moat and dungeon, but with a modern winery inside. A tour of the castle has become a vital stop for visitors to the valley, and even the most jaded are impressed with its quality, authenticity and detail. Together, they attract about 400,000 visitors per year, according to Sattui. Others in Napa Valley mutter about Together, we can keep flavor at its peak. Since 1963, Parker domnick hunter has been developing comprehensive filtration solutions designed to optimize your wine making process. VALUE-ADDED BENEFITS • Filter cartridges which help preserve your unique wine characteristics • Lowers overall filtration costs so you remain highly competitive • On-site technical service to audit and help achieve process efficiency reputable performance, call 877 784 2234 today for a free technical assessment of your filtration process. You can rely on Parker domnick hunter for consistent and www.parker.com/processfiltration VISIT US! PAFsales@parker.com 877 784 2234 Stop by Booth 1219 @ the Unified Wine & Grape Symposium Sacramento, CA January 25-27, 2011 Sattui's profits from sandwiches and sometimes use the term "tourist trap," but they miss the point: Those are the hooks to get customers in the door. After that, it's all about customer service. Sattui miss- es no opportunity to satisfy the customer, and he's been extremely successful doing so. More than 40,000 customers receive wine shipments or buy at least a case of wine from V. Sattui every year. Sattui acquired the site that became V. Sattui with great purpose: It was located mid-valley, since many visitors don't (or didn't before the castello was built) drive past St. Helena and its historic wineries. And it was zoned commercial, allowing him to start the deli, too. It's also on the right-hand side going north. "They're tired and heading home when they're going south," Sattui says. The picnic grounds are attractive, but expensive to maintain, and Sattui is fa- natic about cleanliness and upkeep. Overlooking the grounds is what ap- pears to be an ancient stone building, which is really less than 30 years old. "People don't come to Napa Valley for modern buildings," he claims. "They like dusty caves and old cellars. They like them to look old." Inside a lower building, which houses the deli and tasting room, the high-quality food is overseen by an Italian chef. Sattui notes, "Wines taste better with food, and we encourage customers to pair them. Then when they go back to snowy Iowa, they can recapture the experience when they drink our wine, and they pick up the phone and order." The winery has four tasting rooms. The biggest one has a choice of tastings: a classic tasting of five of 11 wines for $5, or a premium tasting of six of 11 for $10. The mood throughout the room is very friendly. "We don't condescend to people," Sattui says. "We try to treat everyone like a friend." QSEE US AT UNIFIED, BOOTH #1219 82 Wines & Vines JAnUARY 2011Parker 2011 PAF Half Page Color.indd 1 10/21/2010 10:56:50 AM And unlike most Napa valley wineries, Sattui offers everything from neophyte- friendly sweet wines priced as low as $15