I’m a very
small producer and still prefer the description “groupie” when asked about my
involvement in the wine industry. And I
must confess that receiving emails from magazines, yearly publications and
competitions inviting me to send samples for tastings still rather feels
flattering. Only three years ago I was
just an avid collector of wines that have received local or international
recognition. Friends knew that on
special occasions I would serve only wines that fetched 90+ from international
aficionados or 4 stars plus in local press. Or double gold in local competitions or even trophy at an international
chardonnay event. Yes, we all have
favourites and I have just disclosed mine.
On the
inside looking out, running a competition and promoting the value of having
your product endorsed, I have also spoken to the vast majority of producers
over the past three months. The feedback
varied as expected: some were amused, some excited, some sceptical and others
even disgusted at the idea of “another competition” in an industry increasingly
characterised, perhaps, by the survival of the most adaptable.
“Why so
many competitions?” producers, trade and bloggers have asked. Is there room for another one? Well, apparently yes. Consumers need to be informed and if there is
a handle to sway opinion and boost sales, anyone marketing wine in an
environment as competitive as ours would want to have a second look at it. Sure, the very fortunate have their top
labels sold almost on allocation and scuff at the idea to add clutter to their
already desirable and immaculately designed packaging. But speaking to hundreds responsible for
sales and targets it became clear from the vast majority that there is enough
pressure on them that they were willing to consider new means to highlight
their product.
So what
does it boil down to? A disappointingly
small fraction of buyers are able to discern spectacular wine from what
winemakers would rate average tipple. But this is not only the case in our industry. People trade in perfectly serviceable
vehicles for newer ones featuring luxuries they were not even aware they needed
just because they’re told that they shouldn’t be able to resist the temptation
to do so. The ability to catch the eye and
even better, to grasp the attention, goes a long way towards persuading those
who have a few extra cents to spend just to have a second glance at something
new. So we redesign packaging and stick
on medals and negotiate for specific shelf space in the hope that we can
increase visibility and reign in new customers. But what impact would cosmetic changes have on existing line-ups?
Marked, it
seems.
In a private conversation one of the largest retailers on the continent confided to a respected producer that three things mostly were responsible for an increase in sales of specific labels: stickers, stickers and stickers. Even though most consumers either don’t read about or don’t care who endorses a wine, as long as it comes highly recommended. Sure, connoisseurs would frown and ask about the reputation of a specific competition or the credibility of a particular judge. They may even pick up the product and have a second look at the design of the sticker on the bottle, trying to make sense of what persuaded the producer to submit his wine in a relatively unknown event. But even here there is return on investment … a second glance may result in bottles that otherwise may have been overlooked ending up in baskets.
So is there
merit in adding gold or double gold accolades to your already fine
product? Well, for a moment think about
the time, money and effort spent on Christmas decorations. Sure, for most of us the holidays are not
about the cards or the wrapping or the carols. All of that is just the prelude to the real value of spending time with
loved ones and shaping traditions that will endure. But it will take a real scrooge not to admit
that a shiny bowtie finishes off the wrapping of any gift, whether it is a bar
of chocolate or an engagement ring.