Marketing foolishness, or ‘Yes, but what does the wine taste like?’
One of the most important developments in wine, and especially for consumers, is the upsurge in marketing. Yes, the business always marketed its product, but the approach usually focused on the wine.
No more. Today, it’s almost all about wine as lifestyle product. If the following are any indication of what’s to come, wine drinkers are in deep, deep trouble.
• From Trinchero Family Estates, one of the Big Six wine producers, for a new product called Fancy Pants: ““Fancy Pants has certainly struck a chord with consumers. It’s a memorable brand name with a stunning package, but more than anything Fancy Pants is about bringing ‘fun’ and ‘fancy’ to any occasion.”
• Also from Trinchero, for its best-selling Menage a Trois line: “As a seductive wine, Ménage à Trois wines are a perfect fit to watch ‘The White Queen’ series. STARZ urges viewers of ‘The White Queen’ to ‘choose your side,’ and at Ménage a Trois, we offer our consumers the chance to ‘choose your wine,’ with a portfolio that now includes 11 different varietals.”
I was going to write something snarky about each blurb, but what’s the point? Each is already snarky enough, and that certainly wasn’t the intention. Sadly, the people who wrote these, like this person, probably figure they’re award winners.
One day, perhaps, the Wine Curmudgeon will figure out why some producers treat wine drinkers like we’re idiots. Because I sure don’t understand it now.