More examples showing that wine marketing lacks imagination and doesn’t focus on why people drink wine
Last week’s podcast with Sonoma wine marketing guru Paul Tincknell elicited a fair amount of comment, especially since it ran at the end of the summer when most people have other things to do besides listen to podcasts about the decades-long failure of wine marketing.
As one reader emailed me: “Commercials showing people drinking grocery store wine at swank parties? People get paid for coming up with that stuff?”
Paul received some feedback, too. A colleague shared data with him about a 2009 wine consumption survey: “The results,” Paul emailed me, “are fascinating and confirm that – guess what! – people drink wine with family and friends at meals or in casual situations.” The colleague told Paul that the survey results were given to almost every important wine marketing and trade group in the country, but that, “of course, the industry immediately ignored their work.”
In other words, the business has known for at least a decade how U.S. consumers enjoy wine and the best way to market to them: Show people drinking wine at dinner with their friends and family. That hardly seems like a creative reach. (And we’re not the only ones who have seen this — check out this rant from Paul Mabray, who is generally regarded as one of best wine and consumer experts in the country).
Instead, we get epic silliness like the Kim Crawford “Undo ordinary” commercial, a long-time favorite of blog readers. And, no, it didn’t get an almost unprecedented 33 comments or become one of the blog’s most visited posts because everyone thought it was cutting edge genius.
In fact, Kim Crawford (owned by Big Wine’s Constellation Brands) seems to go out of its way to show up in these kinds of analyses. Paul sent me two especially foolish commercials; the one that made me giggle the most is at the top of this post, called “Make it Amazing.” Who knew I had sway my butt just so to be a cool, sophisticated wine drinker? The other, called “Elevate the Moment,” looks like something from a short-lived 1990s PBS series about rich people.
Is it any wonder I worry about the future of the wine business?
Video courtesy of Kim Crawford Wines via YouTube using a Creative Commons license