Marketing

    What is a wine with “personality”?

    … and consumers? I confess I don’t know, but this meme of “personality” in wine ties in nicely to the storytelling aspect that has enveloped wine lately. It seems that every winery—and its marketing team—wants consumers to form a personal bond with the wine—as if they have a stake in it. This is the elusive “personality” of the wine that makes…

    6 readers - By STEVE HEIMOFF

    How do you know it’s not just a trend?

    … Back in 1999, a wine writer, Randall Murray, called Sangiovese “the next Merlot,” by which he meant that the red grape native to Tuscany was poised to become one of the leading red wines of California. Never happened, did it? Actually, by 1999, Sangiovese already had one foot in the grave. Ten years prior, one might have been forgiven…

    4 readers - By STEVE HEIMOFF

    The Wall of Wine, Stories, and Consumer Psychology

    …, the top of my little head exploded at that. You know that we’ve been talking about “stories” quite a bit here at steveheimoff.com. Stories are the new black of marketing: the latest, hottest trend in the industry. Until my experience at that tasting, I had not perhaps appreciated the power of a good story, told by a trusted authority figure…

    8 readers - By STEVE HEIMOFF

    Trending PR, is this the way of the future or just a guise?

    … about how you can get guaranteed nationwide coverage, click here. Here’s an example of one of our co-op branded recipe stories: Okay, it looked good, and while it was outside of my day’s workload, which meant I would have to really hustle. I looked up the Website and found the above image… Grass Roots Marketing? Is grass roots marketing the new…

    4 readers - By Jo Diaz/ Wine Blog

    Chartier, IGA et vous

    …. Si vous aimez les vins présents en SAQ, vous retrouverez sensiblement la même chose en épicerie, pour un prix similaire, sans qu’ils soient exactement identiques. Mais il n’y a toutefois rien comme d’y goûter pour se forger sa propre opinion! …

    2 readers - By Julien Marchand/ Chez Julien
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