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Paso Continues Harvest Sales Surge
(*note that only wineries with complete and accurate data for 2019 and 2020 are included)
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Community Benchmark Member Spotlight
Owner of Jada Vineyard & Winery
What is your favorite wine business metric and why?
“True growth” metric because it tells me how we are performing not just against our own numbers from last year, but against a range of different types of wineries in Paso Robles.
What is unique about how you got into the wine business?
We feel and act like a start-up here at Jada. This ethos of a startup culture and small, premium brand was particularly advantageous during the COVID shutdown. While many wine brands are contracting right now, we are anticipating some of our best quarterly growth numbers since we opened our Tasting Room in 2008 and we expect that to continue over the next 12 months. We have added staff to keep up with the demand and I could not be more proud of the team here that made that happen.
What is your favorite wine / food pairing?
That’s a tough one. My favorite pairing is our Jersey Girl Syrah with Cassoulet . . . Otherwise, I love our SawBones with a 2 yr Gouda, lamb, or braised beef!
Are there any unique ways your winery is using data? Or that you would love to be able to use data?
We have significantly expanded our testing regimen with Enologix to better identify peak ripeness and tannin during harvest and to better assess where we need to make adjustments in the productions of our wines to ensure consistency and balance in our wines. It has been a game-changer for us, but we still want to keep our wines unique so while the data informs us, we don’t make wines simply based on numbers.
On the customer side, we started a new partnership with Tastry and Bottle Bird and we are excited to use their palette analysis to better match new and existing consumers to the different wines we make each year. The overall goal is to allow visitors to winery to eventually customize their tasting based on their palette preferences and analytics for each wine we test with them, while still introducing some surprises during their tasting.
What have you learned so far from Community Benchmark Insights and has that or how has it been valuable to you?
It has allowed us to better differentiate growth for Paso Robles and the “true growth” of our brand. Previously, we could not identify if we were really improving in attracting new consumers to our brand. It has also helped us more quickly identify areas in which we need to improve and our missing opportunities to accelerate our growth even further. In a fast-moving marketplace, it has significantly streamlined the process for analyzing all the different metrics we use to assess the health and growth (or lack thereof) of our brand.
Thank you, Joshua!