Transforming a Culture with Wine Marketing

Finally. After more than a year of dreaming, René Rentería was on his way to California.

For René—wine consultant, sommelier and wine journalist—this was more than just a trip to the Golden State. It was a distinct achievement that will undoubtedly change the rest of his life. After recently giving up a career as an international tax lawyer to pursue his true passion and a new career in the wine industry, he is finally fulfilling his dream. And the five-hour flight from Mexico City to Sacramento to study wine marketing at UC Davis Extension must have felt like an eternity.

Photo courtesty of René Rentería

While studying wine marketing was the catalyst for his journey to California, his ambitions are far greater. Rather than open a winery or even establish a successful business, René's dream is to transform a culture. "Let's make an analogy: Americans drink an average of 12 liters of wine per person, per year. We only drink less than a glass of wine in all of Mexico." But for René, this is a golden opportunity. He is looking forward, envisioning how he can change this figure and increase the Mexican market for wine. His goal: to help consumers by showing them that wine isn't simply for the finer customers. "I can show them wine as an experience, as a way of life," he says passionately. To his surprise he learned that his best model for doing so is America—one of the largest consumers of wine in the world—who unlike the French or Italian did not grow up with wine as part of their life. "We can learn a lot from you."

Photo courtesty of René Rentería

As René immersed himself in the intensive, two-week program, he made sure to share his experiences with like-minded individuals back home. Key to his success in making Mexico the next big market for wine is teaching people about it. Using one of his most important marketing tools, social media, René communicated daily with his followers in Mexico.

"The past year all my new clients came from Twitter or from Facebook. My followers want to know what I'm doing because they want to learn." With more than 1,000 followers to date, he is creating a network of wine enthusiasts. While he jokes that he doesn't have nearly as many followers as Justin Bieber or Lady Gaga, he exclaims, all kidding aside, "For my followers it's about caring about the wine. That's the point."

René's dream of studying at UC Davis is common among his wine-loving compatriots. For them, studying here is comparable to attending universities in Bordeaux and Montpelier. "But Davis has an advantage for us as Mexicans. It's very close...and not as expensive as France. My followers from Baja, California, the most important wine-producing region in Mexico, many of them want to study here."

By the time René was getting ready to return home, his dream was another step closer to becoming a reality. "Today concludes the course Wine Marketing at UC Davis Extension," he posted on Facebook. "In addition to everything, I take two lessons learned: 1. There is a market in Mexico that has not been taken into account and, with the right marketing strategy, is a great business opportunity for Mexican and foreign producers. 2. On the subject of wine, never stop learning. Pride, besides being intolerable, removes this potential market that is hungry to learn. Wine is more than just a beverage—it's love, passion, magic, pleasure. Remember, wine is enjoyment. Salud!"