Posts Filed Under wine industry events
As most regular 1WD readers know, I’m not much for classic reporting-style articles.
In fact, to me the choice between writing a “such-and-such took place on Monday and so-and-so was honored with a whozy-whatsit for their work on the whatcha-ma-jigger” piece or a “let me tell you what I think about X…” piece – namely, between writing a USA Today style event report ,or interpreting an event through the prism of my unique but twisted perception – is sort of like having to choose between being brutally murdered or having amazing sex. In other words, there’s really no choice at all, is there?
So, you’ll hopefully understand why I’m having trouble trying to decide how best to bring you news of the Fifth Annual Vintners Hall of Fame event held earlier this week at the Culinary Institute of America in St. Helena (I was invited as part of the 2011 Pro Wine Writers Symposium, which in turn I’m attending as a speaker but more so as a learner as I gear up my efforts trying to make a living in the wine world). To further complicate the matter, I promised my friend W. Blake Gray (who chairs the VHF Electoral College) that I’d consider writing something about the event, and he’s really a very talented and nice guy so I’m gonna feel really bad about myself if I don’t at least give this the old college try.
See, even that tiny bit of exposition was painful to write. F*ck me, I need a drink already.
Anyway, rather than give you a litany of facts about this year’s thoroughly deserving inductees (you can read all about them at http://www.ciaprochef.com/winestudies/events/vhf_inductees.html), I want to share with you what those inductees – or, rather, the what the speeches that introduced those inductees – tells us about how California wine came of age. And it can be summed up in two words…
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On April 6, I’ll be part of a roundtable wine industry panel discussing “strategies for building wine brand loyalty” among what has to be one of the most fickle (and largest) group of wine consumers ever to swipe credit cards in exchange for vinous experiences: the oft-discussed (and more often misunderstood) Millennials.
The panel is part of a larger symposium for wine industry types being held at the gorgeous Culinary Institute of America in St. Helena. My panel-mates (now there’s a word that has limited contextual usage!) will include moderator Brad Todd of the Richards Group, and Adam Strum (founder of Wine Enthusiast). Gary V is the keynote (for those who’ve yet to experience a Gary V keynote – it alone is worth the trip).
It’s going to be an interesting discussion, because I’m not sure that capturing the loyalty of Millennials can actually be done (at least, not in the way that wine-related business are used to doing it when it comes to Baby Boomers). Still, there is hope, provided that you can continuously entertain those buyers with transparency, compelling stories that relate experiences connected with a brand, and above all continuing to up the quality of your products. And void social-irresponsibility that could result in a brand boycott.
You know, really easy stuff, right? I recommend investing in some Tylenol, because there will definitely be headaches encountered in marketing departments before the dust settles. For more on how the Millennial set views wine, I recommend checking out Millennier.com (because it’s authored by an actual Millennial and not a late-30s guy with Millennial leanings – like me – just talking about Millennials).
I’m calling attention to this gig because it’s a paying gig (WOOT!), and therefore deserves some mention in the Going Pro vein of articles here…
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I’ve got a pair of tickets to give away to the upcoming Dark & Delicious Petite Sirah event in Alameda, CA on February 18th – and they might just have YOUR name on ‘em!
The Dark & Delicious event is organized by P.S. I Love You, which is probably the world’s most passionate collection of fans and promoters of the powerful wines made from the Petite Sirah grape (interestingly, we can go back in the annals to the very beginnings of 1WineDude.com and find me professing myself as one of the lovers of PS). Here’s how Jo Diaz of www.wine-blog.org and the uber-promoter of all thing P.S. I Love You describes the event:
“There are 48 wineries pouring their Petite Sirahs, with nearly 30 foodies, creating foods to go with Petite Sirah. This is a medium-sized event (about 800 people attend), and most of the winery owners and winemakers are the ones pouring their wines.
February 18, 2001, from 6:00 to 9:00 p.m. Three hours of wining and dining, free parking, all for $63.00 per ticket, at Rock Wall Wine Company in Alameda… Overlooking the San Francisco Bay skyline. The only restriction is that attendees must be 21 years or older to attend.
The foods being offered are well beyond bread, crackers, and/or cheese… People enjoy delightful meals, which also finishes with eclectic chocolate companies. The quote from Tom Merle says it best, because he’s been to every event in the SF Bay area… ‘You offer far more real gourmet treats than any other of the marketing association tastings.’”
You know the drill – the giveaway covers the event tix only (sorry, no travel or any other expenses), and to enter you need only comment on this post with a Petite Sirah recommendation for your fellow 1WineDude.com readers. On Friday, January 28 at 6PM ET I will randomly select one commenter from this post as the winner (who will be notified via e-mail).
Cheers – and good luck!