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)?
A company called Fun Friends Wine sees the future of wine, and it involves coconut chardonnay
The commercial at the top of the post is just one part of the marketing campaign for something called Friends Fun Wine, whose flavors include coconut chardonnay. Is it any reason I worry about the future of the wine business?
As near as I can tell, Friends Fun Wine isn’t exactly wine, but more of a wine cooler — what the trade calls an RTD (for ready to drink). It’s low alcohol, costs $6 for a 750 ml bottle and $2 for a 250 ml can. It’s mainly sold in convenience stores and restaurants.
The idea, apparently, is to push the product to younger consumers who normally drink cocktails. The website is even more focused on that, featuring some of the best looking men and women I’ve ever seen in wine marketing. It’s all beaches and bikinis and hanging out, about as far from traditional wine as possible. In fact, these are the kinds of models that appear in fashion magazines, not on websites plugging flavored wine.
And this begs the question of why the product is called Friends Fun Wine, since it goes out of its way to be everything that “real” wine isn’t – younger, very informal, and featuring flavors like coconut chardonnay. My guess? That as beleaguered as the wine category is these days, there is still a certain cachet to it. And the company behind Friends Fun Wine wants to take advantage of that cachet: “Look, here is fun wine you can drink that tastes good but isn’t that old fashioned stuff that your parents like.”
The point here is not that people shouldn’t drink coconut chardonnay wine. The only rule in wine is to drink what you want, but to be willing to try something else. Rather, why isn’t the traditional wine business marketing wine to younger consumers, using the same – but coconut chardonnay-less – approach? That wine can be fun, and that it isn’t necessarily old fashioned.
Video courtesy of Advantis via YouTube, using a Creative Commons license
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