Archive for the ‘Wine Marketing Rules’ Category

Dec 15, 2010

Humiliation Marketing

I've written a lot of press releases in my day, but I don't think I've ever penned one that relies on "Humiliation Marketing" tactics. Maybe I'm behind the times. Maybe I'm just not that creative. Maybe I have a conscience. But it's doubtful I'd ever advise issuing this type of release for a client: "Beware the Holiday Party Faux Pas: Wine Topped With Artificial Stoppers" The release, which links to a semi-comical video produced and is issued by by the…

Nov 9, 2010

In the Interests of Saving Time

The Alcohol and Tobacco Tax and Trade Bureau (TTB), a branch of the federal Department of the Treasury that is tasked with, among other things, providing definitions of terms that appear on wine labels and in wine advertising, has asked for comments on the notion of defining specific terms. Those terms include: EstateEstatesEstate-GrownReserveOld VineBarrel FermentedProprietor's BlendSingle VineyardOld CloneVineyard SelectSelect HarvestBottle AgedBarrel Select Presumably, many wine trade organizations, individuals, consumers, lawyers, bloggers, writers and others will weigh in on what if…

May 28, 2010

In Wine & Food Presentation the First Rule is “Don’t Offend”

In designing a wine label it always rule #1 and sits atop The Guidelines: Don't Offend. The rule is there because no matter what else the wine is, it is a consumer product meant to be sold and marketed. It turns out that it's pretty easy to adhere to this first rule and still take your label design project in any number of directions that satisfy one's brand development, one's sense of aesthetics and one's ego.  In addition, this rule…

Apr 21, 2010

Wine Marketing Rule #3: Talk To Your Customer

Recently in Washington State at TASTE Washington I gave a talk on ""THE TEN THINGS EVERY SMALL WINERY MUST KNOW TO MARKET IN TODAY'S WINE MARKETING UNIVERSE." That talk was summarized in an earlier blog post here at FERMENTATION. This is the third post in a series that expands on that earlier post. RULE # 3: Talk To Your Customer In large part, good marketing amounts to meeting the expectations of your customers. Today, there is no question that your…

Apr 15, 2010

Wine Marketing Rule #2: LISTEN TO THE CONVERSATION

Recently in Washington State at TASTE Washington I gave a talk on ""THE TEN THINGS EVERY SMALL WINERY MUST KNOW TO MARKET IN TODAY'S WINE MARKETING UNIVERSE." That talk was summarized in an earlier blog post here at FERMENTATION. This is the second post in a series that expands on that earlier post. RULE # 2: LISTEN TO THE CONVERSATION The single biggest change in wine marketing that has occurred in the past 20 years is that consumers are talking…