Buzz-Jargon Wine Marketing
Something strange happened yesterday.
I was doing some writing for a client and when I was finished up with it, I realized there was not a single piece of jargon nor a single solitary "buzzword" to be found anywhere in the copy. This is not an easy accomplishment. And I’ll admit, it was not something I was trying to do on purpose. It just came out that way due in large part to the message.
But it struck me that, this business is perhaps a greater source of jargon and buzzwording that most others. And it’s likely that the use of complicated jargon and often made up wording might be one factor that puts off people to wine.
What are these words we rely on so much to tell the story and sell the pouring of wine?
TERROIR, MALOLACTIC, ARTISAN, HAND-CRAFTED, MAKE A STATEMENT, RESERVE, COVETED, SELECTED, LOTS, PUREST EXPRESSION, DETAILED ATTENTION, BREATHTAKING, ETC, ETC.
How easy is it to get caught up in buzzwords and jargon? This easy:
"Our newest release is the purest expression of the coveted and breathtaking terroir we farm and demonstrates our intention of making a statement about handcrafted wines. Selected lots are set aside for this reserve program, and receive detailed attention including 100% malolactic fermentation and aging in artisan-crafted French oak barrels."
In all honestly, I see somewhat less attention paid to wine jargon and buzzwords in today’s wine marketing efforts. In large part this is due to more focus being placed on making wine more accessible to a larger group of consumers.
Still, it’s too easy to fall into the trap of buzz-jargon writing.