Let’s just Dumb it Down for them!
I went out and bought a copy of Sideways today to add to the collection. And what did I find in the box? A nice little promotion for Mondavi Coastal.
Pretty smooth marketing move if you as me.
It was just a little two sided card that had some wine trivia on it as well as descriptions of varietals. On the descriptions of varietals they describe Cabernet Sauvignon as being a "smooth" wine. Smooth? Well, I suppose it could be a smooth wine if made to be that way. But don’t we generally expect a bit of tannins in our cab? What Mondavi is describing is a soft, dumpy, high pH version of the drink which they believe will attract drinkers to it.
I have a certain pride in the marketing efforts I put up for my clients. And I do what’s needed to help promote a brand. But I really make an effort to not dumb down wine. Then again, most of my clients aren’t going after the grocery store crowd.
Cabernet Sauvignon…Smooth! Hmmm. A shame.