It hasn’t been easy for wine producers, marketers, and PR types during the pandemic
Yes, we’re buying more wine over the Internet than ever before, but that doesn’t mean the wine business is healthy. Ask anyone at the biggest distributors who was laid off in the past eight weeks. So how else is the wine business cutting costs and drumming up business during the duration?
This is what I have seen:
• Using Styrofoam inserts for packing wine samples. I really haven’t seen any in a couple of years, given Styrofoam’s environmental evil. Most shippers have switched to cardboard liners or plastic bubble bags. But during the duration, Styrofoam appeared again, since it was probably sitting in a back room and has already been paid for.
• Samples from producers who wouldn’t normally speak to me, let alone send me wine. I’m not the only who has had this happen; several of my colleagues have reported the same thing. Said one: “What am I going to do, writing about heavy Napa cabernet, in the middle of summer?”
• Old samples, as in the same samples I got last year. I’ve never had this happen before, but one producer sent me the same rose they sent in 2019. This speaks to how much wine is sitting in warehouses, unsold and unloved.
• Emails every two or three months offering me the same wines they just sent me. This has happened two or three times this year, where a PR firm offered me wine at the end of last year and the same wine a couple of months later. And then a couple of months later. Once again, this speaks to how much wine is sitting in warehouses, unsold and unloved.
• Virtual tastings, where I have to try and find the wine to taste with the producer. I don’t mind buying the wine, since I do so much of that anyway. But what’s the point of inviting me to a virtual tasting when I can’t find the wine to taste?
• Pleas for money. I’ve never seen this. Ever. But I one email I got from a wine trade association asked to help them find money to expand their marketing efforts during the duration. We’ll ignore the fact that my job isn’t to help them sell wine, but doesn’t asking for money from complete strangers smack of quiet desperation (to paraphrase Henry David Thoreau)?