Last week I decided to make a distributor change in New York. We had been with our previous company for many years, but they were purchased by a much larger company and Honig was no longer a good fit. As I sat on the phone, making hundreds of repetitive introduction calls, I started thinking about how sometimes people view the wine industry as a glamorous business. I have never understood why farmers that make wine are viewed any differently than someone in another profession. Making these mind numbing calls, saying the same thing over and over again (but with enthusiasm!) does not seem very glamorous. But it is important.
I spend about 80% of my time on the road, visiting the 50 states that carry Honig wines, or on the phone, calling these same accounts. It is time consuming, exhausting, and (my wife will confirm this) a challenge to family relationships. (Luckily Stephanie accompanies me on many of these trips). Over the years, I have learned that what separates Honig from other wineries, as well as other business, is that we go the extra mile. We take the time to develop relationships with the people who sell our wine, who drink our wine, and who are our fans. There is something so satisfying about meeting “Joe”, who works in a retail store in Louisiana, and who has been selling Honig wine for 10 years. Putting a face to the person, and taking the time to thank them personally for supporting your brand is worth more than any money you might put into advertising. It gives us the chance to share our story, and to be more than just another bottle of wine on the shelf or the wine list.
We try to apply this philosophy of going the extra mile to all areas of our business. Our tasting room is relaxed and friendly, and our loyal team has been with us for years. We develop relationships with our visitors and club members, and those same people visit us again and again.
We make just two varietals, so Kristin and her team can devote all their energy to making the best Sauvignon Blanc and Cabernet Sauvignon. Some of my friends laugh and ask when we are going to have anything else to sell, but specializing has allowed us to like be a bullet, versus a shotgun. We are not trying to be all things to all people. With a focus on two varietals, we are able to get our message out loud and clear.
I guess what I want to say is, after 30 years, we are still focused and working harder to be the best we can be. We take what we do very seriously, without taking ourselves too seriously.