Archive for the ‘Wine Marketing Rules’ Category

Aug 24, 2017

Wine and the Seduction of Drinkers

How can wine be an emotional trigger point for drinkers? How can it invoke emotion in its users that in turn provokes them to invest more time and money in the product and, potentially, a brand? These were the questions left unanswered by Reka Haros in a recently published and well-circulated article in which she admonishes the wine industry for a lack of emotionally engaging content in its advertising and marketing. Ms. Haros’ case is best summed up when she…

Mar 2, 2017

Time to Question the Weed & Wine Collaboration Scenario

Though in its infancy and surely with a long way to go before true legitimacy, the rising Cannabis industry appears to have its eyes set on becoming part of the artisan tourist industry that wineries invented and are far down the road to perfecting. One question that needs answering is this: Does the wine industry need the cannabis industry or does the cannabis industry need the wine industry? This is just one of the questions that will be explored at the…

Feb 3, 2017

Embrace the “Cute Kitten Theory” of Wine

As much as I like Rosé and as much as I like pretty pictures, I question this statement reported by Meininger’s Wine Business International recounting a seminar held recently at Vinisud 2017 in Montpellier: “Social media has helped rosé skyrocket to fame and fortune.” Master of Wine Sarah Abbot made the claim, going on to explain: “America has the largest number of Instagram users in the world, with Russia second. There are over 60m Instagram users in the States and they share…

Nov 2, 2016

Wine, Price, Value and Feeeeelings

I was told today that the wines of one my Wark Communications winery clients was “overpriced”.  The person who told me this was wrong. It’s not that the wine was overpriced. It was that the wine cost more than they were willing to pay. I want to explain this. A wine is priced correctly when the seller of the wine can find enough buyers at the stated price to sell out the inventory before the next vintage of the same…

Feb 9, 2016

Yes, Wine Industry…Mommies Will Switch From Wine to Dope

“The question for the wine industry is whether marijuana consumption could replace any portion of wine (alcohol) consumption. This isn’t the right question. The right question is: what portion of wine consumption will marijuana consumption replace? The first question was apparently the topic of conversation at a session during the recent Unified Symposium that dwelt on “historic and emerging disruptions to the wine industry.” I’m absolutely convinced that the coming state-by-state legalization of marijuana will replace some wine consumption. How…

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