Sunday, 21 June 2015
A ?Zinful? Experience
Field Notes from a Wine Life ? Cover Story Edition
Odds and ends from a life lived through the prism of the wine glass…
The Wine Spectator Affect
When I received my November 15th issue of Wine Spectator on October 11th, featuring a cover shot of Tim Mondavi and an feature article on him and his estate winery Continuum, I captured some online research reference points so I could have a baseline to measure the effect that a flattering Wine Spectator cover story might have on a winery in the digital age.
Using Wine-Searcher, CellarTracker and Google Keywords search data to track various data points, the results, while not directly linked to conclusions, do indicate a small bump in interest as a result of the cover piece.
For example, Wine-Searcher data indicates that the average bottle price, an indicator of supply and demand, rose $2 month over month, from $149 a bottle to $151 a bottle.
In addition, the Wine-Searcher search rank (always a month behind) indicates that Continuum was the 1360th most popular search in September. By Friday, November 11th the Continuum search rank had increased to 471st for the month of October. (See the top 100 searches for October here).
Likewise, interest at CellarTracker increased, as well. The number of bottles in inventory from October 11th to November 11th increased by 177 bottles, likely no small coincidence.
Finally, Google searches increased fivefold from an average of 210 monthly searches to approximately 1000 monthly searches.
What does this all mean? Good question. The truth is, a Wine Spectator cover appears to have moved the needle a bit, and while the easy route is to take a righteous Eeyore approach to mainstream media and its blunted impact in the Aughts, as contrasted to what a Spectator cover feature or glowing words from Parker meant just a decade ago, I believe a more tangible takeaway is to realize that these sorts of cover stories don’t happen in a vacuum and that Wine Spectator cover and feature was likely a result of weeks, months or even years’ worth of effort from a PR professional.
In an attention-deficit, social media-impacted, offline/online hybrid world of information consumption with mobile and tablets proliferating, in order to break through to (and ultimately assist) the consumer, the value of the PR professional, an oft neglected part of the marketing hierarchy, in reaching out and facilitating the telling of a winery’s story seems to be more important than ever.
It’s not about press releases, it’s about people supporting and telling the winery story, repeatedly, as a professional function – that leads to media notice, and that leads to 14 cases of wine being sold and inventoried at CellarTracker in a 30-day period of time. It’s perhaps obvious, but not adhered to.
Wine Labels
To me, a wine bottle is a blank canvas that can either inspire in its creativity or repel in its insipidness. While I have a reasonably conservative approach to the kinds of wine I want to drink relative to technological intervention, I am unabashedly progressive when it comes to the kind of wine labels that appeal to me. In support of my interest with wine packaging, I keep an eye on The Dieline wine blog to see what’s happening in wine label design (another example from The Coolist here) and I also pay attention to the burgeoning field of wine label design contests.
What say you about progressive labels? Like ‘em? Loathe them? I placed a poll to the right.
Below is a slide show of winners from the recent International Wine Label Design competition.
Reconciling the Contradiction
I will lobby the nominating committee of the Nobel Prize in Economic Sciences on behalf of anybody who can help me understand how it is that in the span of a week I can see multiple research reports (here and here) on a revived sense of fiscal austerity by consumers yet other reports (here and here) indicate that wine above $20 is the fastest growing segment this year.
These two clearly don’t jive with each other, yet I’m witless to understand why wine is “trading up.” Help!
Source: http://goodgrape.com/index.php/site/field_notes_from_a_wine_life_cover_story_edition/
10 Wines to Buy Now at Deep Discount from Wine.com
Update: 4/17/2015 Orders now need to total $100+ to get $30 off. Still a decent deal but not nearly as exciting. We'll see if orders are fulfilled...
This presents an amazing opportunity to get some great wines at mind bogglingly good prices.
I always like to look at a deal from the perspective of what I really want then work my way back from there to see how to get the best price possible for what I want.
The hot categories I'm shopping for right now are 2012 Oregon Pinot Noir and 2010 Brunello. Since it's spring I'm shopping for ros�s and Sauvignon Blanc. And for daily drinkers I'm always in the market for juicy Spanish reds.
Here are two 90+ point rated 2012 Oregon Pinot Noirs for around $30:
2012 Adelsheim Pinot Noir
2012 Ponzi Tavola Pinot Noir
2010 Brunello is hot. Casanova di Neri is a favorite and Felsina Rancia (not actually Bruenllo) is terrific as well. 95+ ratings from various sources on these fantastic producers:
2010 Casanova di Neri Brunello
2010 Felsina Rancia
For ros� you might want to try the Jolie-Pitt Miraval. I had it the other night and thought it was a little thin. I probably won't buy this vintage again. I bet this one from Borsao is much more to my liking and less than half as much:
2014 Miraval Rose
2014 Borsao Rosado
Sauvignon Blanc hits the spot for me this time of year, and one of my favorites in a long time is this one from Presqu'ile. Fantastic. And Honig Sauvignon Blanc is always delicious. Love it.
2013 Presqu'ile Sauvignon Blanc
2013 Honig Sauvignon Blanc
Spain continues to be my go-to source for value and these two are sure-fire winners. The Castano Solanera got 94 points from Parker (which is a little overblown, but still - it's good wine). And Juan Gil is, well, no post here is complete without mentioning Juan Gil. Not the greatest price in the world, but consider the discount.
2012 Castano Solanera
2012 Juan Gil Monastrell
Remember, read the comments in this post. And review the finer details of the deal in this post to maximize the savings.
Old World vs. New World in More Ways than just the Wine
In the increasingly close quarters of our global village, Europe is responsible for bringing at least three different substantive and prodigious professional wine journals to market over the last several years. Each is written by a ‘Who’s Who’ of wine experts. Meanwhile, stateside, the U.S. has experienced an explosion of pithiness with amateur wine writers writing online.
This juxtaposition becomes relevant after reading a recent post titled, “Are wine blogs going tabloid” by professional wine critic and writer Steve Heimoff. In his brief post, with a decidedly American point of view, Heimoff summarizes his thoughts with the rhetorical query, “Why do certain bloggers revert to sensationalist stories that don’t, in the long run, matter?”
Good question. The easy conclusion suggests that controversy and hyperbolically bombastic articles lead to attention and traffic.
Certainly, two recent books that I’ve been reading bear out this discouraging notion: Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage and Celebrity, Inc.
Both books cover similar ground in examining how brands can subvert the 24-hour news cycle for business benefit and how the 24-hour news cycle has been subverted by celebrities using easy technology while leading our news culture into tabloidesque territory.
When considered with Heimoff’s point, it is an easy deduction to suggest that 1 + 1 does in fact equal 2 – the sensational does sell and, by proxy, online amateur wine writers are a reflection of our larger media culture.
However, in suggesting this, there is at least one bigger contextual point being missed as well as a caveat. First, it’s an exclusive view that doesn’t take in the totality of the global wine media village and second, while sensationalism may sell, the lascivious isn’t always what’s shared.
No, it seems our schadenfreude and more primal instincts are kept private, while our shock and awe comes to the fore, at least according to one study.
The Wharton School at the University of Pennsylvania recently examined the most emailed articles on the New York Times web site in March of this year (link initiates a PDF download), looking for the triggers for what causes somebody to share an article, what makes one thing more viral than another?
Their conclusion? Positive content is more viral than negative content, but both, in general, are driven by “activation” – the notion that high arousal (emotive pleasure or outrage) drives shareable content. According to the research abstract:
Content that evokes either positive (awe) or negative (anger or anxiety) emotions characterized by activation (i.e. high arousal) is more viral. Content that evokes deactivating emotion (sadness) is less viral. These results hold (dominance) for how surprising, interesting, or practically useful content is, as well as external drivers of attention.
This brings us back to my earlier mention regarding the European wine journals that have come to market in recent years. Simply, they’re an antidote to the U.S. proclivity for the vapid.
The World of Fine Wine, the family of Fine Wine magazines based in Helsinki and Tong based in Belgium all represent an Old World counterpoint to what can be deemed as the extemporaneous and superfluous coming from the New World.
As Tong publisher Filip Verheyden notes in the Tong manifesto (link initiates a PDF download) :
We live in times of “instant” gratification. If we want to talk to someone, we pick up our mobile phone wherever we happen to be. If we want to know something, we click an internet button. We’re going at 200 km per hour.
What we seem to forget in this race against time is the trustworthiness of this quickly-acquired knowledge, and that is something we have to find out for ourselves. But who takes the time to do it?
…The articles that appear in Tong demand the reader’s attention. You can’t read them fast and put them away; you have to take the time to understand. I’d say it takes an evening to read and think about each article. These are not issues to put in the recycling bin. Even after five years or more, each will continue to convey the essence of its theme…
The World of Fine Wine and Fine Wine magazine are both similarly endowed with length and verve.
My takeaway based on the Wharton research and the stunning dichotomy between what we’re seeing in the U.S. vs. European wine content is two-fold:
1) The sometimes sensational aspect of online wine writers, especially domestically, should heed the research and focus their pot-stirring ways on matters that provoke an emotional response from readers, ideally with a positive consequence – like HR 1161 for example instead of tired, lame attempted zingers aimed at Robert Parker.
2) In addition to a legacy sensibility about the nature and style of wine, the Old World is also drawing a culturally defining line in the sand in how they view and report on wine – it’s with substance, permanence and integrity.
The conclusion is anything but. However, as the world becomes a smaller place and the U.S. and our wine media becomes a part of the world chorus, losing lead vocal, I would hate for our place in the gallery to be rendered completely voiceless based on a lack of substance which is the seeming trajectory that we’re on.
It’s just a thought…
If you’re interested in seeing an example of Tong’s long-form think pieces, you can see examples here, here and here.
Source: http://goodgrape.com/index.php/site/old_world_vs._new_world_in_more_ways_than_just_the_wine/
Stags\\\' Leap Santa Barbara Shafer Shafer Firebreak Sinskey
A Little Competition Never Hurts!
Merry Christmas from your Wine Peeps
Merry Christmas from your Wine Peeps was originally posted on Wine Peeps. Wine Peeps - Your link to great QPR wines from Washington State and beyond.
Source: http://feedproxy.google.com/~r/WinePeeps/~3/X91mZiin3SE/