Lynfred Winery, Roselle, Illinois |
“My entire blog ‘In the Land of Lynfred’ (a word play on ‘In the Land of Lincoln’ since we are in Illinois ) is really about the lifestyle that comes with working at and being a patron of your local winery – we’re fun, a little kooky and very approachable.”
Christina
Anderson-Heller, Marketing Director
Lynfred Winery
Roselle, Illinois
Lynfred Winery
Roselle, Illinois
A True “Mom-and-Pop” operation becomes a nationally renowned
winery
A pioneer of the Illinois wine industry, Fred
Koehler made his debut batch of wine in the basement of his Roselle home in
1975. With his ingenuity along with the creativity
and encouragement of his late wife, Lynn, Fred continued to craft quality wines
in their renovated basement for four more years. When the “Mom-and-Pop”
operation outgrew the couple’s basement, Fred and Lynn opened up Illinois’
first official winery, Lynfred Winery. A clever play on the couple’s names, Lynfred
ensured the legacy of its founders would live on for years to come.
Fred Koehler, a “business savvy” man,
remained firmly rooted in his desire to run a successful winery off the beaten
path. Refusing to move his operation to California, as Robert Mondavi had
encouraged, Fred persuaded California vineyards to ship their grapes the 2,000
miles to his Illinois location. Mr. Koehler was also pivotal in changing
Illinois state laws, allowing for more freedom to produce greater quantities of
wines as well as a wider array of wine varietals. His pioneer spirit caught on
throughout the magnificent state of Illinois, paving the way for the state’s current
100+ vineyards and wineries to come to fruition.
A self-taught winemaker, Fred Koehler’s accomplishments
in the wine industry catapulted his winery to acclaimed heights in 1985 when
his 1983 Chardonnay earned, not one but two national honors: “Best of Class”
and “Best of Show” in Reno, Nevada; and, a month later, another “Double Gold”
at the National Restaurant Show in Chicago, Illinois. In 2004, having
established himself, and Lynfred Winery, as a motivating force in the wine
industry, Fred Koehler felt comfortable hiring a renowned Chilean-born
winemaker, Andres Basso, freeing himself up to focus on the business aspect of
running his winery.
Modest beginnings: How Lynfred Winery built a “first-class” winery
from an historic house
Converting their
historic “Hattendorf” home’s basement into a self-sufficient winery was the
first step towards what Lynfred Winery is today! A mere four years later, the couple’s
winemaking operation outgrew its modest basement locale, prompting Fred and
Lynn to open up Illinois’ first official winery and tasting room in 1979. Once
Lynfred Winery achieved national acclaim, the original winery also outgrew its quaint
beginnings, making it necessary for Fred to expand. Loyalty once again defined
Fred Koehler when the new Lynfred Winery, a 24,000-square-foot facility
launched in 1990, was anchored to the original tasting room through a “vaulted
barrel-aging tunnel”. Marrying the old with the new, one will find treasures,
such as the beautifully stained glass and burgundy velvet walls, from the
original “historic home” winery sprinkled throughout the new establishment.
Enhancing the wine lover’s experience even
further, Fred Koehler eventually created four luxurious Bed & Breakfast suites
on the top floor of the new Lynfred tasting room. The expansion of
Lynfred’s original winery site was followed by the openings of three satellite
tasting rooms: Tasting deVine in Wheaton in 1999, Tasting deVine in Naperville
in 2004, and a new Lynfred Winery tasting room in Wheeling in 2008. All four
locations offer Lynfred’s award-winning wines and the uniquely entertaining
experience one has come to expect from the Lynfred family.
Preserving Lynfred’s quirky legacy through blogging
As a
forward-thinking establishment, it was only natural for Lynfred Winery to bring
social media into their marketing campaign. While Christina Anderson-Heller,
Lynfred’s marketing director, establishes a presence on Facebook, Twitter,
LinkedIn and Google +, it is her ability to capture and portray the essence
that is Lynfred through her blog, “In the Land of Lynfred” that sets the winery
apart. Christina began Lynfred’s blog on January 17, 2007, with close to 1,000 blog posts published.
What makes
Lynfred’s “In the Land of Lynfred” blog so appealing is its eclectic variety of
topics and mediums. Christina posts an
assortment of photos and videos to accompany her diverse blog topics. For
Mother’s Day, the Lynfred blog appealed to the humorous side of its patrons by featuring
a picture of a sign posted outside their tasting room stating, “Don’t
forget to buy a bottle for Mom. Remember, you’re the reason she drinks!” In
the same blog post, Christina highlights other gift ideas for Mom, such as
chocolate dipped wine bottles, and a video featuring Lynfred’s “wine expert”, who,
incidentally, boasts the same flare for humor when she says a good wine aerator
can turn “Two-Buck Chuck” into “Four Bucks”. In another post, “Wine
+ Food = Fabulous”, Christina compiled photographs from Lynfred’s first
“Wine Dinner Series” into a Picasa slideshow, highlighting the food,
festivities and those present.
With such a variety of topics, one
would think Lynfred has multiple contributors to their blog but when asked who
thinks up the topics for their posts, Christina shared, “I am the person who
initially designed the blog and does all the posting. At one time I thought of
having multiple contributors but found that keeping a blog schedule was a bit
easier when I was the only one to have to pester for information.”
Having just one
person at the helm of such an eclectic vessel, I couldn’t help but ask how she
comes up with the ideas all on her own, to which she divulged:
“I am one of those
people who wake up for about an hour every night with wacky ideas; I can’t wait
to get up every morning to do something with them. I think it really comes from
liking people and wanting people to have fun with wine. Most of my silly stuff
comes from drinking wine... seriously. I’m easily amused and like to make
people laugh. I also believe people like to read about themselves so I ask
customers to snap their picture with our wine and send me their story to share
on the blog.”
Christina posts a
weekly tribute, “Where
in the World is Lynfred
Wine?”,
to the customer-generated pictures she receives via Facebook and Twitter. It’s
an effective strategy that allows customers to showcase and promote Lynfred’s wines.
The more “serious” business side of
“In the Land of Lynfred”
Quirkiness
and humor aside, there is a business aspect of social media to consider. When
asked how blogging helps the winery, in regards to attracting new customers and
fostering customer loyalty, Christina eloquently replied, “Blogging, and social
media in general, helps me stay connected with old and new customers. I like to
have conversations with groups of people on Facebook, personal conversations on
Twitter and my blog allows me to share the winery lifestyle with current
customers, wine club members and often tourists coming to the Chicagoland area.
A few years ago I posted a blog post titled, ‘The
History of Cheers. I don’t mean the bar’. To this day that posting is my
most viewed blog post. The post has prompted many emails from people all over
the world asking about a winery in Chicago.”
As
with any social media campaign, blogs need to be properly promoted, otherwise
the posts just sit idly ignored, all of their wit and wisdom lost. This is why an integrated social media
campaign is a necessity. Cross-promotion, sharing links from one social media
platform to another, allows for a richer online presence. In response to Lynfred’s promotion efforts,
Christina shared, “As soon as I post a blog I post links on our Facebook,
Twitter, LinkedIn and Google+ pages. I also have a link to my blog on all
outgoing emails, on all literature (including my business cards) and a link
from our website.”
As is apparent
with “In the Land of Lynfred”, blogging provides a social platform to showcase
the personal side to a winery, or any business for that matter. Publishing interesting
and meaningful content consistently will establish your company as an industry
leader and nurture relationships built on trust.
How has blogging
helped develop your business’ “brand awareness”? Share in the comments section below!
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