Wednesday, January 26, 2011

What's In a Name?

We're going through lots of changes again at the winery.  Turns out what I used to consider the nicest part of our winery--the tasting room--turned into the least attractive part.  That is, after all the work we've been putting into everything else.

And, one more thing happened.  This past holiday season, we ended up having to ask customers to wait a little bit in order for room to be freed up at the tasting bar.  It was strange to think that after our expansion five years ago, we still needed to make a little more room for people.  This is a good thing, especially in light of the fact that there are a lot of people struggling out there these days.

We've been called "Allegro Vineyards" for over thirty years.  We are a vineyard, most proudly.  Although, you can't see the vines from the tasting room (yet.)  When people ask, I just tell them that the brothers didn't want to use valuable space for vineyard with a tasting room, so they put the winery in the least plantable space possible.  Of course, they didn't care a lot about marketing niceties, so customers never got a chance to see the great vines.

Two things, though, do come to mind.  They set up our website URL as "allegrowines."  They knew it was about the wine for our customers, not about the vines.  And, the sign out on Route 74 says "Allegro Winery and Vineyards."  Again, it was about the wine.

A name change is not a small thing.  It changes what we think we are.  And these days we're definitely a winery.  And our customers think the same thing.

Allegro Winery.  And vineyards.  Allegro Winery.

What do you think?

3 comments:

  1. Great to hear about lines, Carl. You deserve it as you make good wine. As for the name change. Why not? Go for it! Cheers!

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  2. Being a business major, and having toured your facilities,along with sampling a number of wines, I would say the name change would only serve to enhance the "winery" as it is today. I say yes, people will still find you as "Allegro," and this puts your permanent stamp on the business, while still honoring those who were before you.

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  3. OK, so I think I'm heading in that direction. I hate to think I'd need to redesign logos and things like that, but we'll see.

    Even though our hearts may be in the vineyard, people know us for our wine. Is should be customer-friendly. For once.

    --Carl

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