Napa valley winery attributes sales increase in 2009 to direct to consumer efforts

St. Helena, CA.- Flora Springs, a family owned winery in Napa Valley, reported an overall increase of 17% at the end of the second quarter. The main factors contributing to the sales gain include changing their wines from old world to a new world style, giving the tasting room a facelift and new format, and a strong push to grow and maintain wine club members.

"We stopped listening to what distributors want and are concentrating on getting to know the people that are drinking our wines," said Co-founder and President John Komes. "Trends are changing. People's taste in wine is different than it was a decade ago. Australia has made an impact. It used to be wine drinkers preferred old world characteristics, but today they want wines that are more fruit forward so we have incorporated that in our winemaking."

The concept of redoing the tasting room happened for two reasons. The winery was approaching its 30th anniversary last year and thought updating the facility was timely. Also, Komes was tired of consumers not knowing where the tasting room was located. "We'd get calls from people asking 'where are you from Dean and Deluca?' and we're right next door." Komes sought out and collaborated the new design with Miroglio Architecture and Design, because of some the eye catching structures they created. "I can honestly say I'm not sure if I like the buildings I saw that they

Flora Springs tasting room

designed or not but they definitely stand out and you do remember them." The inside is decorated to make people of all ages feel comfortable with clean flowing lines and touches of contemporary furniture. Sashmir Rai, of Modesto, CA, has visited Flora Springs tasting four times since she became a wine club member in March. "The whole atmosphere there is really inviting. It's just a fun place and I would love to remodel my kitchen to look just like it."

The facility which includes a 32 foot tasting bar, three private tasting rooms, an outdoor picnic area, and an elevated covered space used for private parties, now houses two iMac computers to encourage visitors to interact online about their winery experience on Facebook, Twitter, and Yelp.

The philosophy of the tasting room is somewhat different than standard wineries. "We are very aware of who's walking through our doors," stated Jason Elkin, Tasting Room Supervisor. "We will change the music depending on the crowd. We also try to match the characteristics of our visitors to our staff. If someone comes in and any of us working feel that a guest would have more in common and a better time with a co-worker we gladly introduce them. We are not territorial here at all."

The changes seem to be working. Komes stated that since the tasting room reopened, sales at the facility are up 30% over 2007 (the tasting room was closed during construction in 2008).

These changes have also helped to reinforce Flora Springs' wine club which includes approximately 3,000 members. "I've tried a lot of really good Napa Cabs but I always come back to Flora Springs," said Saul Castaneda, who has been part of the club for eight years. "Their price points are good which adds value in this economy and the wines are very constant every year." Castaneda, comes to Napa Valley from Redondo Beach, CA, twice a year. "Flora Springs is a mandatory stop. The tasting room and the
Winery (winery access is part of the membership). They have always made us feel special like part of the family. Six of our friends have joined because of our experiences there." Komes concurs. "People like to talk about their experiences of being here. It perpetuates everything."

Founded in 1978, Flora Springs Winery currently produces 16 wines totaling 50,000 cases from its 650 acre sustainably-farmed vineyards. Other changes to stay progressive include a new label design on all vintages released later this fall. "Nothing is traditional in the world anymore," commented Komes. "And the wine business is no exception."