Articles Tagged wine industry
I hate to be the bearer of bad news, but someday you’re gonna die. Also, the release of your wine almost certainly isn’t newsworthy, and your press release about it is probably superfluous, the end.
To test whether or or not your wine release is, in fact, newsworthy, I have devised this handy (and incredibly easy to use) flowchart. Simply follow the one-question decision tree below to determine if your wine release is a newsworthy event:
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“All your wine media are belong to us!” And you thought you were safe from me in the wine print world, didn’t you? Not so fast, jerky!
One of the wine biz print publications that is isn’t going totally broke (and in fact appears to be going strong as both an on- and off-line force in wine media) is Wine Business Monthly. I’m happy to report that I’ve got an article in this month’s issue, sexily titled “Concrete Vat Innovation in Argentina: New troncoconic concrete vat design said to give wine more character and rounder mouthfeel.”
I can just feel your nipples hardening at the mere mention of trococonic vats!
Okay, not really.
But for a lot of people making wine, this kind of tech innovation is a fun (though very geeky-technical) read. Anyway, I’m happy to have had an opportunity to contribute to WBM, and it was fun trying to surreptitiously inject my gonzo style ever so slightly into a piece of technical writing.
The idea for the article had a circuitous route to my conscious brain. After judging in the 2013 Argentina Wine Awards, I had the pleasure of re-visiting Zuccardi‘s estate, and catching up with the affable Sebastián Zuccardi (a fellow judge at the Awards, and one of the winemaking sons of Director José Alberto Zuccardi).
During our tour, after marveling at the nigh-endless stream of trucks delivering grapes to fuel their massive operation, I asked Sebastián if we could get an update on their experimental winery-within-a-winery that I’d first seen back in 2011. Sebastián was pretty eager – and all smiles – in showing me what they’d been up to there over the two years since I first visited (but then, Sebastián is pretty eager and all smiles about most things).
Turns out that Zuccardi had been pretty busy little innovators in that interim, during which they’d been perfecting the design on new concrete vats that Sebastián is convinced greatly improve the mouthfeel of some of their wines. I’m inclined to agree, having tasted the promising results. I took some notes, snapped a few pictures, and asked the WBM editors if they were interested, which they were.
To find out more about the Zuccardi’s long-standing love affair with concrete, and to get your winemaking geek on, go read the WBM article!
Anyone remember back in 2011, when we talked about the fact that Boomers – who by and large account for the vast majority of current wine sales – wouldn’t be around forever, and so the wine biz really needed to get off of its duff and start thinking about how it would court Gen X and Millenial buyers?
Well, I’ve got some bad news for those who’ve been ignoring that advice.
In the 2013 incarnation of Silicon Valley Bank’s annual State Of The Wine Industry Report presentation, a round-table style discussion between author Rob McMillan (from SVB’s wine division), Paul Mabray of VinTank, Tony Correia of The Correia Company and MJ Dale of KLH Consulting, who discussed the results of the report live in mid-January 2013. During the discussion (uber-interesting for wine geeks and insiders, probably not so much for normal people), McMillan (who is a nice and interesting guy, by the way, something I found out when I had dinner with him at Nickel & Nickel) discussed the sobering fact that the exit of Boomers from the wine market will be a potentially enormous blow to wine sales, and that the Millennial generation requires focus to help fill the expected gap.
To ease in the understanding of this, I’ve taken a graph from the SVB report and “enhanced” it so that the implications are more, well… transparent (click to “embiggen”):
In other words, Boomers don’t just exit the wine market “feet first” (though many, hopefully, will continue to love wine and keep on buying it until they shuffle off this mortal coil); they exit it in droves when they retire. The message is this: if you’re a wine producer who hasn’t been courting younger generations as well as Boomers (And as we’ll see in a minute or two, chances are good that you haven’t), you ought to be crapping a brick right about now…
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My friend Paul Mabray, of Vintank, recently gave a keynote address at an event held in Dijon, France, called “The Perfect Storm: How digital tools are forever changing the way we sell and market wine.”
I didn’t attend (alas), and I’ve no affiliation with the event apart from a random one: its organizer (another friend, Eve Resnick), showed a photo of me when presenting her findings from a recent study of U.S. and Chinese wine bloggers (see inset below – ironically, that picture was presented adjacent to text describing the average wine blogger, and apart from being male I don’t actually meet the rest of the criteria on that slide!).
Anyway, I’ve been beating a similarly-toned drum to the one that Paul has been sounding when it comes to how to approach wine online, so it’s nice to see that Paul’s keynote struck a resonant chord with the attendees in Dijon (with a few tweeting that the figures and ideas Paul presented “blew my mind”).
What I sincerely hope is that Paul’s slide deck strikes a similar chord with wine brands here in the U.S., because the fact is if Paul’s presentation doesn’t blow your mind, then you are not paying enough f*cking attention to what is going on in and around the wine business right now.
Mind-blowingness embedded below for your enjoyment – and if you’re in the wine biz, please do yourself a favor and read EVERY slide; then go out and be awesome. Paul’s deck clearly demonstrates in the included figures alone that the time to debate whether or not your online social presence is important is long, long past. That time is much better spent on testing those online waters, connecting with your consumers, and finding out what does -and doesn’t – work online for you and your brand.
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