Bright, Young and Cool: Wine Marketing’s New Look

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The face of wine marketing is changing. It’s getting younger. And it didn’t need Botox to do it. If you want to sell something, really sell it, it’s got to be cool. Look at any product out there; if it’s considered cool, it’s because younger consumers have deemed it so. The wine industry, for the most part, is becoming very aware.

Until the last decade or so, the impression of the world of wine has been a little, well, stuffy. But if you look at most wine stores now, as I recently did, you’ll see a distinct pattern emerging: the wines with the most interesting, funkycool label art and packaging are getting prominent shelf space, usually in the front row. And that’s the perfect position for the grab-a-bottle-on-the-way-to-the-party crowd.

Twenty-something Millennials are fast becoming the key group to the future of wine marketing. According to Donniella Winchell, Executive Director of Ohio Wines, there are two basic categories, the first ranging from ages 24 to 28. “This group are recent graduates who have been negatively affected by the recession but are still interested in fun wines; the sweet whites and reds. The over 28’s are well-employed and prefer wines in the $12 to $24 range.” She adds that, “By the ages of 14 to 25, they’ve established their taste in music, clothing and are well on their way to molding their decision-making in beverages, and there are lots of choices. Most have been exposed to better wines over the years because of what their parents were drinking.”

It’s no surprise that social media largely influences what’s trending in wine brands and what’s being chosen in the wine store. There’s also the tendency to veer away from traditional brands in favor of wines that have a celebrity buzz or are socially or environmentally conscious. Winchell notes, “They’re not always brand loyal or specific ~ paying more attention to what their friends are buying or what they’re reading about online via Twitter and Facebook.”

Differences are clear not only in buying habits but also at events. In tracking wine sales and attendance at winery events, Winchell notes that, “Millennials tend to gravitate to the sweeter wine and, at events, hang in larger groups ~ buying maybe a bottle. Wineries generally like to focus on the age 45 plus consumers who have larger incomes and buy wine by the case.”

But Millennials are the future and Winchell cautions that wineries who don’t account for them in their long-range forecasts will be left behind, “Those who don’t pay attention to Millennials now won’t know why they’re in trouble in 10 years.”

This is a really interesting trend for wine and it’s something I’ll be keeping an eye on, especially within the Ohio wine industry, in upcoming posts.

Cheers!

©TheWineStudent, 2013

Here’s Mead in Your Eye

It’s St. Patrick’s Day and I made my annual feast of Dirty Nellie’s Irish Stew. I know ~ you’re wondering what makes it dirty, right? I’ll leave that to your own imagination. Alright, it’s made with Guinness ~ minds out of the gutter, all of ya.

This year, I wanted to pair it with something other than Guinness (not that there’s anything wrong with it). I wanted wine, which, for the most part, was a no-brainer, except that I wanted something with an Irish vibe. And that proved to be an interesting quest. While looking at my local wine store, I asked for something a little different. I was introduced to Mead. Mead, is a fermented honey and water beverage that dates as far back as 2000 BC. And while Ireland is quite proud of what they produce, many countries in Europe, and as far as Ethiopia lay claim to it as well.

Mead can be extremely diverse, depending on the type of honey used and ingredients added (i.e. maple syrup, fruit, chili peppers, herbs and spices). The names of some of them sound like characters from Lord of the Rings. After a few glasses, it’d be easy to slip into a monologue of, “Fill my goblet with that Acerglyn nectar, and I will drink to the dregs!” Oh man, I didn’t even have that much with dinner.

Mead can look quite different in your glass. The bottle of Chaucer I bought was fairly thick and very sweet; it made me think of a late harvest Vidal or light Ice wine. I really didn’t think it would work at all with the savoury nature of the stew. And for me, it didn’t. On the label, it said to serve it a little warm, which I did, but I just couldn’t handle the juxtaposition of the two very different vibes. It’s not to say it wasn’t good, just not with this particular dish. The Chatoe Rogue Mead with Jasmine poured and tasted like a very light beer. I served it chilled, like beer, and sipped between bites. This seemed to work a little better for me but not as well as a nice red wine.

Looking at the difference between the two glasses got me wondering: Is Mead a wine…or is it a beer?

Mead is honey, water and yeast much like beer…and wine. The confusion seemed to begin during the days of yore. Mead was boiled before fermentation, much like making beer but not wine. The very high temperatures caramelized the sugars, giving it a darker color. Today, Mead undergoes the same fermentation process as wine, with very little added heat. And like wine, there are many varieties and variations of taste, color, consistency and dryness. Other types, like beer, are brewed and add hops to the mix. Mead ranges in price from $10 to 30 per bottle.

It was interesting to try two very different types of Mead and I think next year, it’ll  be worth sampling more with a variety of traditional Irish dishes.

Slainte!

©TheWineStudent, 2013

Apt Pupil

I’m so excited! I just registered for the WSET level 1 Foundation Certificate course at the American Wine School here in Cleveland! For three Mondays starting in April, I’ll learn about varietals, factors affecting the style of wine, food and wine pairing and proper wine service. I’ve been wanting to take this course for a long time , and it’ll be great to immerse myself in a methodical look at the world of wine.

This winter has made my brain feel a little like Swiss cheese, so I can’t wait to have a new challenge. And when the main topic is wine, who says learning can’t be fun?

Cheers!

©TheWineStudent, 2013

Ice Whine

Icy Loveliness: Ferrante Cab Franc Ice Wine

Icy Loveliness: Ferrante Cab Franc Ice Wine

If you’ve read my blog for a while, you’ll know that I love Ice Wine. And in Ohio, there is a burgeoning industry that I am very happy to enjoy and help promote. Last year, my friends and I ventured out to the far East of Cleveland to enjoy the Ice Wine Festival, if you click on the archives for March 2012, you’ll find pics. But I have a conundrum: to get to any of the events from where I live, you have to travel at least an hour, through a variety of possible weather conditions ranging from snow to snow | wind to snow and freezing snow | rain | slush | yuck mix. I think you see where I’m headed.

The way the North East Ohio (NEO) Ice Wine festival currently works, patrons travel from one winery to the next, sampling the latest offerings and pairing with specialty appetizers or desserts. It can be a lovely afternoon, if the weather gods are smiling. If they’re not, you can find yourself navigating some fairly tricky roads both on major freeways and the unplowed back roads to get to your destination.

I understand that having the Ice Wine festival at the individual estates is a great way to bring people out to the wineries during the off-season; and that’s good for business. I also understand that there are many who live on the East side and so the drive isn’t too difficult. But how about a little love for those of us on the West side or downtown?

An additional Ice Wine festival downtown, perhaps on E4th ~ where the area is closed to all but walking traffic, would bring visitors to the resident restaurants that also experience a bit of a slowdown in the winter months. It could be done as part of the annual East side festival ~ three weekends dedicated to Ice wine and the promotion of NEO wineries. The first weekend could be as it already is; with trips out to the participating wineries. The following weekend could have a more urban flavor, at E4th, and the third at Crocker Park,  providing greater access to downtown and West Side dwellers, respectively.

I know, it sounds a little like putting up a barn and having a floorshow. But I really like the NEO wine industry and the wines they are producing can be really terrific. In September, Crocker Park in Westlake sets up a premier wine event promoting the industry and recent vintages. Their attendance is usually quite high. Downtown wine events are also well-attended.

It’s just a thought but it might be a great way to bring in some other unique wineries from the surrounding regions as well as the East. And it might be a way to open up the NEO wine market to all of North East Ohio.

Cheers!

©TheWineStudent, 2013

Hollywood and Vines: Top 5 Wine Movies

Action! Coppola's Director's Cut Zin

Action! Coppola’s Director’s Cut Zin

I love movies. I love them almost as much as I love wine. And with this being Oscar weekend, I thought I’d list a few that I enjoyed this past week ~ two documentaries and three dramatic.  I paired one of the movies with a rich and beautiful 09 Francis Ford Coppola Director’s Cut Zinfandel. I’d never tried it before and gave it two thumbs up.

So, for your consideration, and in no particular order:

Blood Into Wine (2010) ~ 90% documentary and 10% great marketing, Blood Into Wine stylishly illustrates Maynard James Keenan and winemaker Eric Glomski’s journey and struggles in the world of making Arizona wine. Keenan, drummer and frontman to some great bands such as Tool, A Perfect Circle and Puscifer, discusses how something ‘clicked’ for him about wine, leading him on a journey of ‘self-discovery’ and compelled him, ‘to know more…and see how far I can take this as an artist.” For Eric Glomski, a background in river ecology and early experiments with apple wine, made it clear how winemaking “helps us understand our relationship with the earth. And how wine is an expression of home.” The doc explains the growing seasons, the trials and tribulations of being a frontier winemaker in a rough northern Arizona terrain. From the political issues of water rights, to Javelina stripping one-third of their Sangiovese crop, to winter frost (which happens in higher elevation AZ vineyards), winemaking in Arizona is not for poseurs. For the entry-level wine drinker, it educates about the process and history of winemaking in a way that is entertaining and cool. Keenan is a rare celebrity winemaker who knows what he’s talking about, admits that he’s still learning and, literally, isn’t afraid to get his hands dirty. His story about his mother and the pride he has for Caduceus Cellars‘ ’07 Nagual de Judith Cab Sav (named in her honor) is very touching. While it occasionally had the subtle feel of a marketing video, that’s okay. I have no problem with promoting awareness and generating buzz for a burgeoning wine region.

Mondovino (2004) ~ This documentary by Jonathan Nossiter examines the conflict between big wine, in this case Mondavi, and the smaller European winemaking families trying to preserve their land and culture. It’s a whirlwind flight from Brazil, into the vineyards of Burgundy, and Sardinia, on to the gilded drawing rooms of Italy, and finally the sprawling colossus of the Mondavi vineyards in Napa. Early on, Nossiter introduces you to Michel Rolland, a wine consultant, who advises an international array of wineries in making their wines to suit a more “uniform, Mondavi style.” He uses the term ‘micro-oxygenation’ which such frequency and at almost every vinery he visits, you’d think it was his middle name. When asked about ‘diversity’ in winemaking, he replies, “That’s why there are so many bad wines.” Ouch. It goes on to illustrate the power of the Mondavi marketing machine and how the smaller ‘generation’ winemakers must, in essence, conform or be cast out. I think the point Nossiter is trying to make is that in order for the smaller wineries to compete at all in an ever expanding market, they have to allow Mondavi and it’s marketing power to take over, which means selling out their own expression, or terroir, to a standardized style of wine. It’s referred to as ‘globalization’ of wine and the narrative raises some very interesting points, to be sure. If there’s no diversity or personal expression/signature in wine, what’s the point?

A Good Year (2006) ~ Hmmm, my best nutshell description: icy Master of the Universe-inherits vineyard-meets and falls for sexy French chick-life dramatically changes. Russell Crowe plays Max Skinner, a British financier who, in the midst of his chaotic life, finds out he is the only living relative of his beloved, yet forgotten, Uncle Henry (Albert Finney). He becomes the default owner of his uncle’s French Chateau and adjoining vineyard. At the start, he sees it as just a piece of real estate, to be cashed in and sold off. What he doesn’t expect is that his life will be transformed (voila!) in a mere 7 days. Told partially through flashbacks to sunnier days of fun and wine with Uncle Henry, it’s nicely romantic but predictable ~ there’s even a mention of… Mondavi (ha). Still, it’s good to see Russell Crowe in something a little lighter and no phones were thrown. There’s a quick, ironic scene where Max makes a Lance Armstrong reference, which is funny, but now for a very different reason.The loose ends tie up a little too neatly but the beautiful shots of the Chateau and vineyard make up for that. The point is more than hit home that, try as you might, you can’t ever really outrun the ties that truly bind; for memories, love and wine will inevitably stand the test of time. Oh, the sexy French chick? Marion Cotillard.

Sideways (2004) ~ Starring the great Paul Giamatti, it’s probably one of the most famous movies about wine so I don’t think I need to go into a plot synopsis. Suffice to say,  it probably cast the most light on the whole Merlot vs. Pinot debate. My favorite scene is when Virginia Madsen’s character, Maya, waxes poetic on what she loves about wine; how wine continues to evolve over time, gaining complexity and how it is, actually, alive. Much like love. Amid the comedy and chaos of the movie, this is the scene that distills what it is to be a true lover of wine.

Bottle Shock (2008) ~ If you can get past the really bad wig that Chris Pine has to wear, Bottle Shock is an interesting look at the fledgling California wine industry in the mid-’70’s. Loosely based on a true story, it follows two tales. The first is the struggle between a failing California winemaker Jim Barrett (Bill Pullman) and his slacker son, Bo (Pine) to produce the perfect wine. The second, British wine educator Steven Spurrier (Alan Rickman), living in Paris, trying to find a bold way to promote his (at the time) unremarkable business. On the advice of an American friend, Spurrier creates an international wine competition to find the best of California to compete with the French. It illustrates the beginning of the globalization of wine and how a snubbed wine region can rise to the occasion and triumph. The message: sometimes you can make something too perfect; and that letting go is when perfection can truly be achieved. Woah. I think I need a drink.

This week, I watched some great wine movies, and enjoyed a new favorite wine. I’m ready for the big night with a chilled bottle of Chandon.

For those of you who, like me, are still waiting for that lost invite to the Governor’s Ball, I hope you enjoy the show.

Cheers!

©TheWineStudent, 2013

But Isn’t Every Day National Drink Wine Day?

Cheers to National Drink Wine Day!

Cheers to National Drink Wine Day!

Hey, it’s National Drink Wine Day. So…Happy National Drink Wine Day to you!

I hope you’ll enjoy thoroughly and responsibly. And I hope you’ll pick something for yourself that embodies the spirit of the day. So take a moment to slow down, savor the bouquet, the funky little nuances in flavor, and the way it makes you feel.

Cheers!

©TheWineStudent, 2013

Lovey Dovey

Will You Be Mine?

Will You Be Mine?

It’s been a busy week ~ what with Mardi Gras festivities and now Valentine’s Day. Chinese food is on the menu for our dinner tonight (I didn’t really feel like cooking). I have no idea whether the ’07 Villa Puccini Toscana is appropriate with egg rolls, won ton soup and sweet and sour chicken, and that’s okay. I’m just going to relax, enjoy the night with HubbyDoug, my girl, Andrea, and a fun meal together.

I wish you all a very Happy Valentine’s Day!

Cheers!

©TheWineStudent, 2013