Enhancing the Competitiveness of Michigan’s Newest American Viticulture Area by Increasing Consumer Engagement through Implementation of a Multi-Platform Social Media Campaign

Research Date
2019
Priorities
Best Practices, Market Research
Crop Categories
Apples, Grapes
Beverage Categories
Wine

We engaged in a multi-platform Social Media Campaign to increase consumer awareness and importance of our new Brand, our new AVA and of cold climate grape varieties that grow in our region.

We partnered with MyNorth Media. The Petoskey Wine Region benefitted from direct and expansive access to an audience of millions who have an express interest in Travel, Experiences and Craft beverages in our region. MyNorth applied its expertise in the most current marketing tools to engage, educate, and convert an audience interested in the craft beverage industry and experiential travel in Northern Michigan. MyNorth used its extensive data and market research to find like-minded individuals, engage them and stimulate interaction. Their strategy included tools such as geofencing, retargeting, print and social to identify and engage potential craft beverage region visitors.

View: 2019 PWR Craft Beverage Grant Final Report (PDF)

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This is the official website of the Michigan Craft Beverage Council.