02
Aug
09

It’s not all about the wine – jerks

I get this…A LOT from people..and some make wine too! “Hey Fiasco, how’s the Tweetering, Twottering or whatever you call it going you big Twit”  and  “how much piss are you selling on there” or ” I guess people must sucker into buying it because they haven’t got much else to do being on the computer all day”…..I usually don’t say much to these little wind-ups because these people really don’t understand.  Their loss, our gain…

Right. I think the wine industry at large (this is especially so for the bigger brands) have treated their customers like ‘widget grabbers’ or ‘stock unit snatchers’ and little attention has been paid to the actual person drinking their wine.  PERSON is the optimal word here too!  Actually, I tell a lie.  The attention towards people is usually centred around focus groups where they brainstorm new ideas, deals, or concepts that will help speed up or increase the ‘snatching process’.  We all know that a well run campaign, whether it be a neck tag offering a prize, or a new critter label – or whatever – can do incredibly well for the producer.  But I guarantee this,  at the end of the day that wine producer (through market intelligence etc) may know who buys their wine, but I guarantee they don’t know them!   Well get this…the world is changing, and if you produce anything and you are not actively attempting to know your customer personally, through the tools that are now available, then you could be in trouble.

The Social Media revolution is just starting and it has been a total revelation to us.  We’ve not only met some incredible people but they have become our friends.  I also know this. Take away the wine – they will still be there!

Sure we make wine.  SO WHAT!

Cheers,

Aaron

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6 Responses to “It’s not all about the wine – jerks”


  1. August 2, 2009 at 11:38 pm

    Very good piece. Thanks

  2. August 2, 2009 at 11:52 pm

    I totally agree, the fact that you make good wine is a bonus 😉 I would purchase wine from someone who made good wine AND that I had got to know on a more personal level over someone who just made good wine but had had no real interaction with.

    And your right – what ever we all *do* – its amazing to meet so many talented good hearted people 🙂

  3. August 3, 2009 at 3:26 pm

    It is about the people – that’s what gets me following and buying a particular wine. We’ve had many fantastic cellar door experiences over the years (e.g., like this time at Millton) and it’s always good to meet the winemakers.

    So if you need to explain what you are doing to your industry peers, why not frame it in terms of bringing the cellar door to the people? You’re delivering a personal experience for people who can’t make it to Marlborough. And that’s pretty cool, really.

  4. August 3, 2009 at 3:49 pm

    Great thoughts. For me, good wine is the first priority. But good wine seems inseparable from the people who make it, drink it, sell it, etc. More than almost anything that is bought and sold, wine is inseparable from it’s story, and that story continues after the wine is made. Each wine’s story is expanded by the people drinking it (or the consumers or widget-grabbers or whatever we decide to call them) and we ignore this expansion of the story at our own expense. Proof of this, at least in my eyes, is that my definition of what good wine is continues to expand, rather than contract, as I try more wines, and learn more about wine in general. That social media is a great way to tap into, and continue this story seems self-evident. But alas, the enemy, in this case the purveyors of soulless corporate wine, are at the gate, and they can and do twitter and blog (or pay others to do it for them). Luckily, most of the world is smarter than they let on, and can see through this type of thing . . . we hope.

  5. 5 Lou
    August 3, 2009 at 4:02 pm

    It’s unbelievable that in a recession people in business are still behaving like jerks. How does that help anyone? And why would you bother with the energy to behave like a prize pratt to people who are really trying. I guess people are all worried about the security of their life right now and we all have different ways of dealing with it, but seriously? How can you knock something without the proper trial and error? And be a dick about it to people who have made something work for them. A tacky necktag isn’t going to make me want to buy wine but a note from a producer/retailer letting me know that a new Pinot is available and that given my love for it, I might like to try it… well, it’s a guaranteed sale. And how are the bigger guns out there going to know that I like Pinot if they don’t even know who I am? Or that I exist amongst their 43% of the city who like pinot group. It’s not rocket science really..

  6. 6 Roger (Viscosity)
    August 3, 2009 at 5:16 pm

    Sssshhhhh let it be the secret of the smaller guy!


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