November 10, 2022
So, how does a state successfully market its wines?
One idea that has worked is finishing up its third year. The Maryland Wine Explorer program was developed “as a way to raise funds for the mission of the Maryland Wineries Association (MWA) at a time where our traditional method of fundraising, public events, had been restricted due to the public response to COVID-19,” said Jim Bauckman, director of communications.
It was an idea that staff members already had discussed before the pandemic curtailed tasting room operations at wineries across the state, Bauckman said. The original plan was to offer a quarterly rotation of Maryland wines, featuring a selection of three red and three white wines from a variety of the state’s more than 80 producers.
The program, coming to the completion of the third year, now consists of a hybrid model that includes a subscription option or the option to purchase the bundles à la carte. Subscribers save on each shipment and are entitled to discounted pack add-ons and fixed-rate shipping, Bauckman said.To continue reading, please visit PennLive.com.