Sokolin’s Catalog Rages Against a Wine Industry Tide
Changing with the times doesn’t have to include changing your principles, as this direct mail catalog tries to prove.
Mailer Name: Sokolin
Date Mailed: March 2016
This wine catalog puts its brand tagline right up front: “The Most Trusted Name in Wine Since 1934.” Inside the front cover spread sits a two-page letter from the wine merchant’s third-generation owner, David Sokolin.
First, he welcomes the reader to his company’s spring catalog. Then, he talks about his family’s 82-year history as a dependable and authoritative wine seller. He champions the company’s commitment to modern technology and innovation while sticking to its core beliefs. However, he notes, many companies “have stained and tarnished the fine wine industry.” Sokolin then spends several paragraphs making a case against merchants that have failed customers.
The remaining pages in the catalog focus on the product itself. Each wine is listed by variety and name and showcased against a white background with a large full-color image. A listing also includes pricing by the bottle and case, and a one-sentence scratch description.
Wine lovers have long weighed expert opinions in their buying decisions. So for each wine, a longer, one-paragraph review follows. It quotes from a well-known and respected authority, as well as provides a numerical rating.
You can view the entire Sokolin package to see how the company differentiates itself from online merchants. To download a free PDF of this mail piece, courtesy of Who’s Mailing What!, please click here.
Build customer loyalty by talking about your customer service and commitment to quality, not bottom-dollar pricing.