Winecast 38: Paul Tincknell and the woes of wine marketing

Paul Tincknell

Paul Tincknell

Wine marketing guru Paul Tincknell says wine marketing lacks imagination and doesn’t focus on why people drink wine. Which is why we get foolishness like Yellow Tail’s Roo

Paul Tincknell, a partner in the Sonoma marketing consultancy of Tincknell & Tincknell, has watched wine market itself every which way but well in his two-plus decades in the business.

The problem, he says, is simple: People drink wine with dinner, but when’s the last time you saw wine sell itself that way? Instead, we get stupid humor or faux sophistication, none of which appeals to the younger consumers who see wine as something that their parents and grandparents drink.

We talked about why this is and how to solve it, as well as how to to market wine in the face of the neo-Prohibitionists. Click here to download or stream the podcast, which is about 10 minutes long and takes up 3.6 megabytes. The sound quality is almost excellent, despite several problems during the recording (and my inability to remember that the Mexican beer we talk about is Corona).

More about wine marketing:
Wine business: Watch this beer spot to see how TV wine ads should be done
Hendrick’s gin: How to do a TV booze commercial
TV wine ads: Almost 40 years of awful

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