I recently read through a few Wine Spectator Magazines that I had been hoarding in a pile in the corner of my room through December for my Holiday Vacation. I found a common thread of the celebration of varietal diversity that the wine world has to offer. As both a consumer and winery professional, I find it extremely beneficial that mainstream print media glorifies the existence of such diversity and goes to great lengths to highlight these pockets and educate its readers.
One such issue I’m referring to specifically is Wine Spectator’s most recent annual Top 100 issue. Striking a chord for me from the get go I was intrigued by a couple of published readers’ comments, or “Letters.” As a wine marketer I am continually throwing myself in the mix of what consumers view as popular in the marketplace. Hence why I am always drawn to the sections in the beginnings of wine or food magazines that publish feedback from readers themselves. These consumers who have had their letters published have closely examined and read through their previous issues of Wine Spectator, reflected, and provided their own opinions. In other words, educated consumers are reflecting on information they have been given through print, digested the information, and written a response that in turn further educates other consumers who read the magazine.
This feedback system is something that has garnered immense popularity recently for online blogs. While the web-based system operates in real time, it is essentially based on the same idea that magazines have been putting out for decades – a place for readers to respond and an avenue for personal opinion. Of course there is more of a filter on print magazines since they operate as a finished and tangible condensed piece of literature than blog feedback, which is continually transforming and changing on the web.
Back to my original point, I was excited by a couple of notes in particular regarding the diversity of the world of wine…
“There’s an ocean of superb red wine out there that readily fills the Napa Cabernet void at a fraction of the price. As people move into this domain, what will be their incentive to pay a much higher price for Napa Cabs even after the economy improves?”
Not that I personally have anything at all against Napa Cabs, that is not my point. My point is that we are at an exciting time in the wine industry, albeit financially challenging with the economy. The opportunity to market quality for value (something that has remained an important aspect of the Santa Barbara Winery business model since its beginnings in 1962), is very apparent. Consumers are more apt to explore the market for the best wines that they can get while also keeping price in mind. It is a great thing for consumers to educate themselves on what is out there and be aware of the enormous selection of wines at prices that afford everyday consumption over meals.
PS. Does anybody else find it strange that blog still shows up as a mis-spelled word in my recently updated Microsoft Word spell check?
Joanie Hudson, Director of National and International Marketing, Santa Barbara Winery / Lafond Winery & Vineyards
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