Bravery and Comic Relief in the Wine Industry

Judd's Enormous Wine Show, produced by the folks at Judd's Hill Winery in Napa has the best production value of any private wine-related wine video series on the net. Plus, it's hilarious as the video below can attest. But is it smart marketing?

Episode 9 – Judd's Enormous Wine Show: The Master Cut from Rod Bentner on Vimeo.

I think it is good marketing as long as you don't expect your comic relief marketing to draw in all wine geeks or expect it to position your brand positively in the eyes of all wine buyers. But…Who in their right mind would expect their marketing to play well with all wine buyers.

Seems to me the folks at Judd's hill have taken on the role of provider of comic wine relief and are satisfied that the niche group of wine lovers it will appeal to is large enough to justify the risk that is, and that they know is, inherent in linking what is traditionally a product known for its seriousness, with comedy—and good comedy at that.

One thing that can't be overlooked where Judd's Enormous Wine Show is concerned is the bravery that is behind it. And it's an interesting kind of bravery at that. What you have here is a group of wine folks unwilling to suppress their nature. You'd be surprised how often this happens, how often one's personal inclinations are pushed to the sidelines in favor of what is believed to be a more marketing savvy approach to presenting one's self.

In any case. Watch this video. GREAT STUFF

7 Responses

  1. Judd Finkelstein - February 18, 2010

    Thank you so much for this write up. You really hit the nail on the head about how we feel. There’s no need to fake it for marketing purposes. We’re a bit of a nutty family and enjoy the creative types that find themselves attracted to us and our wines. As for bravery… perhaps. A touch of insanity may be in play here, too. Some might consider donning a speedo, hosing down and running into a frigid midnight vineyard while allowing oneself to be photographed, to be an act of bravery. Again, it’s more likely to be the act of a lunatic. Thanks again, Tom.

  2. Ron Washam, HMW - February 19, 2010

    I was honored to be asked by Judd to portray myself in this wine film classic. I was the Head Judge of the Most Prestigious Wine Competition in the World. You can tell by the coonskin cap.
    Thanks, Judd, I had a blast!

  3. Matthew Reid - February 19, 2010

    So that’s what consulting winemakers do! Thanks for posting this, Tom. I’ve been waiting for it ever since the HMoW announced his starring role.

  4. EaglesNestWine - February 19, 2010

    This was a cute effort. I applaud Judd’s Hill and all the participants including those from the wine blogging and marketing community 😉

  5. LG King - February 22, 2010

    I couldn’t watch more than a minute of it. It seemed disgustingly childish, especially after just reading Randall Grahm’s…”Why Should Terroir Matter”

  6. Hardy Wallace - February 23, 2010

    Great job to Judd and crew!
    Each one is getting better and better

  7. Cesar - February 23, 2010

    Judd Finkelstein you Bastard, I’ll never be able drink wine or eat cheese again. But I do have a new appreciation for wine judges, Johnny Depp and Arnie Swartzenager, who knew they had it so rough. Thank you so much for that.

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