Five Easy Winter Projects for Winery Marketers

It’s November, post-Harvest and going into slow season for winery marketers.  Thought I would put together a short list of projects that may make your life easier in 2011 with a little time put in during the winter. 1.  Claim your winery on location based services and review sites. Even if you don’t use the [...]

Source: http://familylovewine.wordpress.com/2010/11/21/five-easy-winter-projects-for-winery-marketers/

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A golden opportunity for all wine

You may have heard us talking about some exciting projects on the horizon, so we are very excited to announce Vrazon‘s latest project which will be officially launched at the 2012 London Wine Fair Access Zone, Wine Gold 2012. As we will be recruiting for ambassadors for the launch we thought we might give our friends [...]

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The Lifestyle of An A-List Wine Critic

A-List wine critics are the celebrities of the wine geek but we don’t get a chance to learn much about them. Just Google for interviews of Robert Parker or James Laube and you will see very little outside of promotional stuff. But Antonio Galloni of The Wine Advocate seems to be more open and has [...]

The Lifestyle of An A-List Wine Critic originally appeared on Winecast. Licensed under Creative Commons.

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Rex Pickett?s ?Life on Spec?

I have written quite a bit here about Sideways, a rare film that somehow combines wine, humor and middle age crisis into an Academy Award winning package. But until recently I had no idea how close Sideways came from never being made. In a series of posts by author Rex Pickett over at the Stage [...]

Rex Pickett’s “Life on Spec” originally appeared on Winecast. Licensed under Creative Commons.

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Old World vs. New World in More Ways than just the Wine

In the increasingly close quarters of our global village, Europe is responsible for bringing at least three different substantive and prodigious professional wine journals to market over the last several years.  Each is written by a ‘Who’s Who’ of wine experts.  Meanwhile, stateside, the U.S. has experienced an explosion of pithiness with amateur wine writers writing online.

This juxtaposition becomes relevant after reading a recent post titled, “Are wine blogs going tabloid” by professional wine critic and writer Steve Heimoff.  In his brief post, with a decidedly American point of view, Heimoff summarizes his thoughts with the rhetorical query, “Why do certain bloggers revert to sensationalist stories that don’t, in the long run, matter?”

Good question.  The easy conclusion suggests that controversy and hyperbolically bombastic articles lead to attention and traffic. 

Certainly, two recent books that I’ve been reading bear out this discouraging notion:  Newsjacking:  How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage and Celebrity, Inc.

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Both books cover similar ground in examining how brands can subvert the 24-hour news cycle for business benefit and how the 24-hour news cycle has been subverted by celebrities using easy technology while leading our news culture into tabloidesque territory.

When considered with Heimoff’s point, it is an easy deduction to suggest that 1 + 1 does in fact equal 2 – the sensational does sell and, by proxy, online amateur wine writers are a reflection of our larger media culture.

However, in suggesting this, there is at least one bigger contextual point being missed as well as a caveat.  First, it’s an exclusive view that doesn’t take in the totality of the global wine media village and second, while sensationalism may sell, the lascivious isn’t always what’s shared.

No, it seems our schadenfreude and more primal instincts are kept private, while our shock and awe comes to the fore, at least according to one study.

The Wharton School at the University of Pennsylvania recently examined the most emailed articles on the New York Times web site in March of this year (link initiates a PDF download), looking for the triggers for what causes somebody to share an article, what makes one thing more viral than another?

Their conclusion?  Positive content is more viral than negative content, but both, in general, are driven by “activation” – the notion that high arousal (emotive pleasure or outrage) drives shareable content.  According to the research abstract:

Content that evokes either positive (awe) or negative (anger or anxiety) emotions characterized by activation (i.e. high arousal) is more viral.  Content that evokes deactivating emotion (sadness) is less viral.  These results hold (dominance) for how surprising, interesting, or practically useful content is, as well as external drivers of attention.

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This brings us back to my earlier mention regarding the European wine journals that have come to market in recent years.  Simply, they’re an antidote to the U.S. proclivity for the vapid.

The World of Fine Wine, the family of Fine Wine magazines based in Helsinki and Tong based in Belgium all represent an Old World counterpoint to what can be deemed as the extemporaneous and superfluous coming from the New World.

As Tong publisher Filip Verheyden notes in the Tong manifesto (link initiates a PDF download) :

We live in times of “instant” gratification.  If we want to talk to someone, we pick up our mobile phone wherever we happen to be.  If we want to know something, we click an internet button.  We’re going at 200 km per hour. 

What we seem to forget in this race against time is the trustworthiness of this quickly-acquired knowledge, and that is something we have to find out for ourselves.  But who takes the time to do it? 

…The articles that appear in Tong demand the reader’s attention.  You can’t read them fast and put them away; you have to take the time to understand.  I’d say it takes an evening to read and think about each article.  These are not issues to put in the recycling bin.  Even after five years or more, each will continue to convey the essence of its theme…

The World of Fine Wine and Fine Wine magazine are both similarly endowed with length and verve.

My takeaway based on the Wharton research and the stunning dichotomy between what we’re seeing in the U.S. vs. European wine content is two-fold:

1)  The sometimes sensational aspect of online wine writers, especially domestically, should heed the research and focus their pot-stirring ways on matters that provoke an emotional response from readers, ideally with a positive consequence – like HR 1161 for example instead of tired, lame attempted zingers aimed at Robert Parker.

2)  In addition to a legacy sensibility about the nature and style of wine, the Old World is also drawing a culturally defining line in the sand in how they view and report on wine – it’s with substance, permanence and integrity.

The conclusion is anything but.  However, as the world becomes a smaller place and the U.S. and our wine media becomes a part of the world chorus, losing lead vocal, I would hate for our place in the gallery to be rendered completely voiceless based on a lack of substance which is the seeming trajectory that we’re on. 

It’s just a thought…

If you’re interested in seeing an example of Tong’s long-form think pieces, you can see examples here, here and here.

Source: http://goodgrape.com/index.php/site/old_world_vs._new_world_in_more_ways_than_just_the_wine/

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Charles Shaw: What A Long Strange Trip It?s Been

This week stories about the 10 year anniversary of Charles Shaw wines began to hit the news. If there is a single wine brand I get asked about by people not into wine, it’s this Trader Joe’s success story. The funny thing is the story of Charles Shaw started over 35 years ago but few [...]

Charles Shaw: What A Long Strange Trip It’s Been originally appeared on Winecast. Licensed under Creative Commons.

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A Napa Valley wine trip down memory lane

Why not take a trip down memory lane by visiting one or more of the handful of wineries that have been in existence in the Napa Valley for 100 years or more? Most of these wineries have tours and memorabilia that will give you a glimpse of what life in the Napa Valley was like way back when. Continue reading

Source: http://www.winecountrygetaways.com/napablog/a-napa-valley-wine-trip-down-memory-lane/

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In 2012 please bring the 99% something different

There have been a few “New Years” posts that have tried to peer into wine tinted crystal balls and extract ideas of what the new year will bring us. When I say us, I’m referring to the wine world and its future trends, sales and “movements”. Will Bio-D continue to be a force? Will China finally [...]

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