In Search of a Tagline

For as long as I can remember, I've wanted to come up with a company tagline. Something that captures the essence of who we are and what we do. A combination of words that accurately and memorably sums up our raison d'etre. Of course, profound would be good too. But most of all, it needs to be believable so I won't cringe every time I see it on our business cards, marketing materials, website, etc.  

This is not easy to do. Most taglines, in my humble opinion, are predictable and trite, at best. Wine industry taglines are among the worst. I don't know about you, but “Indulge Your Senses” does nothing for me. On the other hand, the Ritz Carlton Hotel chain has one of the best: “We are ladies and gentlemen serving ladies and gentlemen.” Now that one really works. I immediately get their commitment to customer service.

Years ago, my father used to say “Life is too short to drink bad wine.” I'm not sure if he coined the term, or someone else did, but for a while we sold t-shirts in the tasting room emblazoned with this slogan. And we proudly proclaimed it as our company mantra.

Fast forward a couple of decades and I want to come up with a tagline that captures the essence of our family winery today. For help, I went through a creative process with fellow blogger, Jay Ehret of Incidentally, if you're a small business owner, I highly recommend reading Jay's blog and going through his 7 step program of defining your company's mission, values and brand promise.

We've had numerous brainstorming sessions but we're not done.  For now, we've settled on Family Winemaking Since 1972. I know, I know…it's a bit boring and not all that clever or creative (or “sticky” to use Jay's term) but it does convey authenticity, passion, and integrity—our company's core values. To see how we've begun using it check out our new home page at   

Taking time to contemplate this stuff takes just that--time. But, it's a well spent exercise that can help pinpoint your company's message and flush out any inconsistencies along the way. And if you come up with a good tagline, all the better!

Here are some of our other ideas. While I like them, most sound more like an advertising slogan than a tagline to me. If you have any brilliant ideas to add to the list, I'd love to hear. Lord knows I could use the help!  

?   Everyone's talking about us. Even the grapes.
?   We've been told we have some “issues”. Perfectionism. Quality. Control.
?   As a family winery, we know we have “issues”. Perfectionism. Quality. Control.
?   We know we have control issues. Just ask our grapes.
?   Redefining Dry Creek.
?   We are Dry Creek.
?   A dynamic legacy in the Dry Creek Valley.
?   Being an icon takes vision. So does making great wine.
?   Becoming an icon takes years. So does making great wine.
?   Building our legacy hasn't been easy. But then again, neither is making great wine.
| | Comments (8)


JimCaudill Author Profile Page said:
August 12, 2009 1:01 PM

Okay, a few more:

Coming About In Dry Creek For Decades
(for the non-sailors, if you have to ask, then don't bother

Dropping Anchor in Dry Creek For Decades

(Okay, we'll stop the sailing analogies)

Defining Dry Creek For Decades

Family Winemaking For More Than Three Decades

Pioneering Family Winemaking For Decades

Always fun to kick these around.

WineLife365 Author Profile Page said:
August 13, 2009 8:15 AM

I personally like the tagline centering on "Dry Creek" and "family".

How about- "A proud Dry Creek family tradition since 1972".

I also like Jill's comment above but with a minor tweak- "Pioneering Family Winemaking in the Dry Creek Valley Since 1972".

Good Luck!


Kim (aka Wilma) Author Profile Page said:
August 14, 2009 11:31 AM

Thanks, these are great suggestions. It definitely helps getting feedback from an objective third party. I like to test potential taglines by using them at the bottom of outgoing emails. That way I can see how they look and "feel" below my salutation. I'll try a few of these out!

Jack Everitt, helpful as always said:
August 14, 2009 10:09 PM

"Wine industry taglines are among the worst."

Perhaps the above is true because taglines are inane for wineries. And they're only used by the huge, industrial wineries. (And here I keep thinking you're a real family winery.)

Kim (aka Wilma) Author Profile Page said:
August 15, 2009 8:25 AM

I can assure you we are definitely a "real family winery"---with a husband, father and two kids, I'd say it's as real as it gets!

Jenni Hilton said:
August 16, 2009 7:35 PM

You could also use humor and play on the Dry in Dry Creek for a winery. Just a thought but it opens up a whole bunch of creative imagery and possibilities.

Dry Creek - We haven't been dry since 1972.

Dry Creek - Let our grapes amaze you.

Dry Creek - Created in 1972 - Now Entering Middle Age.

70s creation, Non-abomination

I could go on and it might be painful but just some thoughts!

Jenni H. (@gurnage)

Kim (aka Wilma) Author Profile Page said:
August 17, 2009 9:36 PM

These are great Jenni--I really appreciate the suggestions. What fun to hear everyone's thoughts!

Beau Zeaux said:
August 28, 2009 7:48 PM

Home of the Stare Case...making fine Dry Creek Wines, One Step at a Time

Dry Creek Fume...We Ain't Blowin' Smoke

Dry Creek Vineyard...Making Zinfandel Before You Heard of Rafanelli, Ravenswood or Rosenblum

Dry Creek Vineyard...Loire-ing Expectations Since 1972

Clarksburg...Not Quite as Good as Sonoma For Chenin Blanc, but it's cheaper.

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This page contains a single entry by Kim published on August 12, 2009 9:35 AM.

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