Category Archives: Wine marketing

The Ethos of This Blog

in Shopping for Wine, Wine marketing
Published on September 16, 2021

I’ve been working my way through emails and social media DMs in response to my last two posts wondering about what the wine industry’s response to Texas’s abortion ban will be and frustrations over how wax can diminish the enjoyment of what is otherwise a remarkably delicious wine.

While there has certainly been some great support and insights learned from some of the conversations that these posts have sparked, there has also been some strangely emotional backlash from folks who didn’t take kindly to those posts as well.

message in a bottle

Photo by Peer Kyle. Wikimedia Commons CC-BY-SA-3.0

I know that is par for the course in having a public blog and social media presence. And, yes, I know that being a woman with an opinion on the internet only ups that ante.

But I wrote these posts with the goal of encouraging conversations and moving them forward. So to the extent that they’ve moved some folks to email or message, berating me for harming wine regions, hurting brands and damaging small businesses, is a success of sorts. They’re at least thinking about the topic and talking about it–even if a few capslocks, obscenities and ad hominems get tossed in.

While I’ll remain steadfastly skeptical that I truly have the influence to really harm or damage anything, I’d like to make one thing clear.

I’m not here to sell your wine.

I don’t make a dime from this blog but then that’s never been my goal. There are plenty of consultants, marketers, PR firms and influencers who will gladly take wineries’s money to help them sell more wine. Please, seek them out as I’m sure they have a lot to offer.

The only thing that I’ve ever had to offer is just sincere and frank feedback. From my perspective as a consumer with how I shop for wine and spend my money through my experiences working in the retail trenches listening to customers and trying to share the stories of wineries big and small, it’s all there. Good, bad, ugly but honest.

That’s all I’ve ever promised with this blog and that’s all I’m ever going to give.

So if you don’t like the feedback, that’s fine.

If you don’t want to hear that your packaging decisions are turning off customers, that’s fine.

If you don’t want to hear that some consumers care about issues like sustainability, diversity, equity and politics or that those things can influence their buying decisions, that’s fine.

But that’s not going to change what I write or how I’m going to write.

I’m not paid to parrot any lines.

And while I do what I do out of a sincere love for this industry, I’m not going to let myself be beholden to it. Sure, having access and opportunities to attend tastings, winemaker visits and press tours are nice but I won’t be led by fear of biting the hand that feeds me. Because this doesn’t feed me. At all.

What feeds me is having a voice and being able to speak truth to what I see. There are so many consumers who encounter the same things I encounter and think many of the same thoughts but won’t say a word. And why should they? They’re not being paid to help wineries sell wine either. There’s little reason for consumers to ever speak up and give feedback because they can just walk away and move on to the next bottle.

And there’s always another bottle.

That is the one message that I want to reverberate through everything I write. There are so many wines to discover, so many wineries and wine regions to visit. The choices that consumers have is boundless and extend far beyond the category of just wine.

Producers should never take any sale for granted. There is nothing they’re entitled to even if they make great wine. The history of the wine business is littered with stories of talented winemakers making marvelous wines from fabulous terroirs that still failed. Those stories all have their nuances and particular reasons but many simply come back to the fact that consumers have choices. And, sometimes, they choose to drink something else.

For the wineries that read this blog, all I have to say is this. Somewhere, someone is making a choice about whether or not to buy your wine. Hopefully they, and many more, choose to do so.

But there are going to be some that decide against it for various reasons. So how about not shooting the messenger for highlighting those reasons?

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Waxsplaining – Let’s make enjoying wine harder!

in Shopping for Wine, Wine Knowledge, Wine marketing, Wine Tasting
Published on September 14, 2021

Last night I attempted to enjoy a bottle of wine at dinner with my wife.

Wax capsule

I eventually succeeded and the wine, a super cool bottle of Old Vine Colombard from stellar South African producer Ian Naudé, was delicious. Lovely peach and citrus notes with a creamy, textured mouthful, lively acidity and a long stony finish. It went exquisitely well with the complex flavors of the Indian dishes we had.

Fabulous wine. But the only spoiler and what will keep me from buying this wine again was how much of an ordeal it was to open the damn bottle.

Because of blasted wax!

Now we know the old trick. The same one you see repeated in the 10 million plus results for Googling “how to open waxed wine bottle” and countless YouTube videos. So like I’ve done many times before with many other wax sealed bottles, I took out my old trusty waiter’s friend corkscrew to screw straight through the wax.

The worm went fine into the cork but the problem came when I tried to use the hinge to pull it out. The teeth of the hinge kept slipping and failing to get a good grip on the lip. And when we did get something of a grip, it was tough getting sufficient leverage to get the cork (apparently a dense agglomerate as an MW informed me) through the wax. Both my wife and I made several attempts, trying with both hinges from different angles, as evidence by the skid marks.

And despite the worries expressed in tweets like the reply to Angela, this wasn’t our first rodeo and my MIT-trained wife is most assuredly aware of Archimedes.

However it wasn’t Archimedes trying to screw us out of enjoying a good bottle of wine.

We eventually overcame our nemesis by chipping away at the top of the wax. Then that same trusty waiter’s friend which has served us well in battles against plastic corks and other bottles was able to relieve the cork of its post so we could finally enjoy the spoils of our victory. Only after 10 minutes and while our food was getting cold.

But, hey, as Master of Wine Greg Sherwood (whose fascinating review of this wine actually prompted me to seek it out) noted, no pain, no gain.

But, really, why in the world does enjoying wine have to be painful?

Why do we expect consumers to tolerate this? Why are we asking them to spend time fussing around, hoping they have the right corkscrew? While as a wine geek, I’ve got drawers full of them, how many different corkscrews do we think regular consumers have? Are we really expecting them to go through several trying to open just one bottle?

Or port tongs?

Now, yes, there is the well-known somm trick of warming up the wax first with warm water. I certainly could have done that.

Though, seriously, WHY are we expecting consumers to want to do this?

Why are we asking this of them? Why are we putting extra tolls or “effort taxes” on our product that we’re expecting consumers to happily pay? And then come back for more?

And what makes this even more bizarre is that the oft-used defense of wax’s eye-catching presentation had no role in this scenario. While I suppose I could have looked more closely at the photo in Sherwood’s review, I didn’t know this bottle was sealed with wax. I bought it online, sight unseen like I do with now the vast majority of my wine purchases. The packaging had zero influence on my decision to buy. Instead it was…

A.) An intriguing review by an expert.
B.) A producer with a stellar reputation who I have been wanting to try.
C.) A super cool story of an old vine vineyard with a variety that I’ve never had a quality example of before.

Those were the factors that made the sale. Not the packaging. Having a wax capsule did nothing to help this producer sell his wine to me. But I’ll tell you, it is certainly going to make future sales harder.

Simply because wax makes enjoying the wine harder.

With all the wonderful, interesting and exciting wines out there, why do I need to fuss with the frustration of wax? And I’m certainly not the only consumer having these thoughts. But take a look at my Twitter thread from last night and see how many folks in the industry respond. Especially this lovely example of “Waxsplaining.”

You see, apparently any consumer’s frustration with dealing with wax capsules is merely just a testament to their lack of knowledge. Yes, that’s the answer. It’s not the packaging’s fault. It’s just that the consumers are too stupid to be worthy enough to enjoy it!

Good grief!

Please, wine producers. Step back and think about this.

Think about what you are asking consumers. Think about what “effort tax” (and apparently “intelligence test”) you’re asking consumers to pay just to have the privilege of enjoying your wine.

Do you really want to make consumers struggle and wonder if it’s worth it before they even have that first sip? Do you really want doubt and regretting their purchase to be swirling around their thoughts while they are pouring that first glass?

We haven’t even gotten into issues of accessibility with how difficult wax capsules are for consumers with arthritis and other issues. Think of the needless barrier that the decision to use wax creates for those consumers. And for what? What really is being gained here?

Do you think that any minuscule help that using wax may have had in getting you that initial sale will be worth what future sales those negative experiences end up costing you?

Because what value is making a kick-ass wine, if consumers have to fight with pain in the ass packaging just to enjoy it?

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Smoke & Woke – Why this virtue signaling wine writer is tired of stupid heavy bottles

in Wine marketing
Published on July 1, 2021

Oh dear, is she doing another rant about bottle weight?

Yes, she is doing another rant about bottle weight.

Photo by ookikioo. Wikimedia Commons CC-BY-2.0

But let’s start with some interesting news. Kiona Vineyards, one of the pioneers in Washington State and the Red Mountain AVA, announced that they will be bottling all their wines–from entry-level to reserve–in the same lighter-weight bottle.

Now I’ve raved about the savvy business sense of Kiona before (Winery Tasting Notes Done Right) and you can see a lot of thought went into the move. They’re staking a strong position in a premier wine region and making “World Class in Lighter Glass” a marketing focus.

I applaud their initiative and was equally thrilled to read Mike Veseth’s latest Wine Economist post detailing the moves of Alois Lageder in Alto Adige towards lighter bottles. Most impressive is that the design for their sleek 450g Burgundy-style Summa bottle has been left unpatented to encourage other wineries to adopt it.

But then I read the comments.

I originally typed out a reply to anonymous commentator ACV on Veseth’s site. However, WordPress’s bugginess kept giving me error messages. There was one particular quote (besides the virtue signaling wine writers) that captured my attention.

Yes, as you point out a premium wine needs a premium package. As one restauranteur in Decanter put it “With so many wines available, the strength of a good bottle and label is often a winning formula. Wine is quite a tactile product and people like nice thick glass; it has a feel of history and heritage.” — ACV

The Decanter quote our friend ACV is referencing is actually from Tatiana Fokina, CEO of Hedonism wine shop, and not a restauranteur. But the point about wine being a tactile product is well taken and this is what I wanted to share with ACV.

Yes, wine is a tactile product.

Which is why every time I’m at a wine shop and pick up an obnoxiously heavy bottle, I put it right back on the shelf.

It’s why I sigh every time I order a bottle at a restaurant, sight unseen, only to be disappointed when a fat ass bottle gets delivered. With every pour and every glass, I’m tactically reminded not to order or buy this wine again.

It’s not because I’m “woke,” it’s because I’m tired. Tired of bullshit.

Especially when that bullshit is being fed to me by a winery touting its “sustainability” while the blatant contradiction is right in my hand. That doesn’t say premium product to me. It doesn’t say heritage or history. Its says con. 

It says fraud.

If there was a practical reason for a heavier bottle (like to deal with the pressure of sparkling wine), I’d be fine. But there is none. Zilch.

It’s just pure smoke and mirrors meant to con consumers into thinking a wine is nicer than it is. It’s putting lipstick on a pig and even if that pig is gorgeously delicious, I’m tired of paying for that lipstick. And I pay for it in multiple ways.

I pay for it in higher pricing from the increased bottle & transportation cost.

I pay for it at home if, heaven forbid, I buy a case of the wine and have to lug it around. Even with empty bottles in the recycle bin, I’m paying for that wasteful extra weight.

And, yes, collectively we all pay for the added carbon footprint and environmental cost.

And for what? Smoke and mirrors. A head fake and ego fluff for a winery’s owner.

No, thank you. Wine is a tactile product but when I pick up an obnoxiously heavy bottle, it’s not my hands that hurt but my head. Because it doesn’t need to be this way.

And I’m tired of it.

Sure, there are consumers who feel differently.

Photo by Alexandr Frolov. Wikimedia Commons. CC-BY-SA-4.0

Just like there are consumers who like oaky, buttery Chardonnay and some who would rather drink New Zealand Sauvignon blanc. That’s life. That’s the wine business.

But I do encourage wineries to think about if heavier bottles are truly helping them. If consumers are truly wedded to them as much as they are to their favorite grape variety.

As Veseth noted in his post, producers like Jackson Family Wines have been steadily transitioning to lighter bottles and seeing very little pushback from consumers. So maybe you don’t need smoke and mirrors to convince consumers you have a good product?

Or perhaps you do. Perhaps your wine needs the lipstick.

But if you’re a winery that’s also trying to tout your sustainability cred, you should look for a more flattering shade.

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AVA Avalanche

in Washington wine, Wine marketing
Published on June 17, 2021

Wine drinkers know California.
Wine lovers know Napa Valley.
Collectors know Oakville while wine professionals know Oak Knoll.

Kelly, one of my distributor reps when I was a Safeway wine steward, used to quote that axiom to me often. Usually, it would come in response to my grumbles about how boring the displays were with the planograms featuring the same old California and Columbia Valley wines. I was young in my wine career with a lot still to learn about the business of selling wine.

From WashingtonWine.org

One of the lessons I had yet to grasp was that no matter how passionate and enthusiastic I was, there are some consumers who just can’t be bothered with the geeky stuff. For them, geeky meant confusing and that was a nonstarter.

I thought about Kelly’s axiom while reading Sean Sullivan’s Wine Enthusiast report on Washington State’s newest AVAs–The Burn of the Columbia Valley and White Bluffs. It’s been two years since I had left Washington and this will be the 4th new AVA established in that time–bringing the total up to 18.

And while that’s still behind Oregon’s 21 AVAs and a far cry from the 141 or so in California, I can’t help but wonder if the only worth of these new AVAs is as fodder for flashcards.

Are wine drinkers really going to care?

Pour one out for the website designers of online retailers trying to figure out how to make the Search function less beastly and confusing for consumers.


Now, don’t get me wrong. I get terroir and love digging into the nitty-gritty details that make all these AVAs unique. But I’m a geek, the kind that would add Chiles and Wild Horse Valleys to Kelly’s axiom.

However, I reflect such a small percentage of consumers that shop in specialist wine shops, much less the supermarkets that make up the bulk of wine sales.

Yes, there is the expectation that with higher wine education (those collectors who know Oakville), you get a higher spend. I can empathize with wineries who hope that more defined sub-AVAs give them unique selling points to appeal to those consumers.

But can you really bank on that Oakville guy wanting to learn the distinctions between Howell Mountain, Snipes Mountain, Spring Mountain, Moon Mountain, Candy Mountain, Sonoma Mountain, Ben Lomond Mountain, York Mountain, Red Mountain, Diamond Mountain, Bell Mountain and all the other AVAs home to wineries trying to capture some of his wallet?

The sum of the many, many parts doesn’t always help the whole.

Sullivan, noting the potential for confusion, highlights in his article that some producers feel that more AVAs may “…also increase awareness of Washington wine more generally.” I disagree and counter by asking you to look at my paragraph above with the many mountain AVAs. How many of those can you peg as being from Washington State? (Hint: There are 3)

Chances are, you fall into the Wine Professional-Wine Geek range. Now think how likely anyone in the wine drinker-lover-collector triumvirate will know?

More importantly, how many do you think would care enough to know that a __________ Mountain AVA wine is from Washington State?

Now, of course, just because an AVA exists, doesn’t mean it has to show up on a label.

This is another point that Sullivan makes noting that many Washington wineries will likely continue to use the broad Columbia Valley designation on their labels. Beyond giving more flexibility for blending, it’s also much more marketable and well known.

Conjunction junction but an increasingly necessary function.


Likewise, regions like Napa Valley and Sonoma County have long used conjunctive labeling–with the broader region like Napa or Sonoma appearing along with the smaller AVAs. That’s smart business and I don’t doubt that at some point in the future, both Washington and Oregon adopt similar approaches.

But that still begs the question–who benefits from all these AVAs? It’s certainly not the vast majority of consumers for whom the massive wall of wine is only getting more mountainous.

Is it the growers who could potentially get more money for their grapes from a smaller AVA? Perhaps.

Is it the wineries with a unique selling point? Maybe. But if you end up having to side strap a larger, more well-known AVA to help spread awareness, is that selling point really that unique?

It’s hard to see who really benefits from the avalanche of AVAs. But all I know is, I’ve got to update my flashcards.

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Judgment of Today

in Millennials, Napa Valley, Wine marketing
Published on May 24, 2021

Forty-five years ago today, the Judgment of Paris happened. I’m sure we’ll see lots of missives commemorating the occasion, all the more bittersweet with the recent passing of Steven Spurrier back in March.

Judgement of Paris SLWC

While I’ll toast the success of Stag’s Leap Wine Cellars and Chateau Montelena, I have to confess that, even as a wine geek, the glow of that achievement is waning for me a bit.

Sure, it’s cool when you first hear about it with American pride and bottles in the Smithsonian. And that Alan Rickman movie certainly was fun. But after that, then what?

What does the Judgment of Paris mean for today’s wine drinkers?

Why should we care about the judgment of history in the wines we drink today?

The Inertia of Nostalgia

At its best, wine stimulates emotions. However, nostalgia is a mellow emotion, one that lulls you in place. It’s wistful and pleasant. And that’s nice…for a moment.

But it’s not incitement. It doesn’t pull you towards something more than simply pleasant. When we look back at the success of the Judgment of Paris, what reasons do we have to look forward? That’s one of the questions I keep coming back to as I work on a project on the Stags Leap District with author Kenneth Friedenreich.

As a millennial, born years after the Judgment of Paris, what pull do the wines of Stag’s Leap Wine Cellars have for me today? What’s going to keep me excited and eager to try them tomorrow?

Personality and Presence

Almost every premium brand in the world sells itself on the quality of its wines and their most blessed terroirs. It’s the same old story on every back label and winery website. Now, of course, the ones like SLWC that are lucky enough to have the pedigree of history tout that too. But, as I describe above, these appeals to static, stationary emotions like nostalgia have a short shelf life. By itself, it’s simply not enough.

Instead, it is people, not history, that drive the verve and vivacity of a brand. On this blog, I always hype that the people behind a label are the one truly unique selling point of every wine brand. However, this point is often sadly underutilized and hidden away behind boring bottle shots.

It’s a particular Achilles’ heel of many brands on social media such as SLWC’s parent company Ste. Michelle Wine Estates, a frequent provocateur of bottle porn. So I’ll fully admit to being quite surprised at how seriously good SLWC’s Instagram Lives are.

Headed by winemaker Marcus Notaro, with appearances by vineyard manager Kirk Grace, the entire series is well worth watching.

They’re chockful of geeky insights about what happens in the vineyards and winemaking. However, what’s most enticing is that each one shows shades of Notaro’s personality and his infectious passion for what he does.

The success of these IG Lives (and other SLWC virtual tastings that I’ve found) is that they make you want to drink with Marcus, and, therefore, want to drink SLWC. It encourages you to see the brand in a different light with little tidbits like Notaro explaining his preference for blending early with a nod to his Italian heritage and how the “sauce always tastes better the next day.”

Having those personable nuggets rolling around the brain makes approaching even their larger production wines like the Karia Chardonnay more intriguing as you see the wine through the winemaker’s eyes–tasting the different flavors in the sauce from the warm volcanic soils of Atlas Peak, the fruitful loams of Oak Knoll to the cool perfume from Coombsville and Carneros.

A Tale of Two Vineyards

Wines poured at the Estate Tasting

The Estate Flight in March 2019. While these were tasted as a complimentary press tasting, I would gladly pay $50 to enjoy the experience again.

There aren’t many good deals in Napa–especially when it comes to tasting room fees. But one that is absolutely well worth your time and money is the $50 per person Estate Collection Tasting flight.

Along with the Arcadia Chardonnay ($65 a bottle) and headliner Cask 23 ($305), the showstopper is comparing side-by-side the Fay ($150) and SLV ($195) vineyards.

Separated only by a small drainage creek, the stark difference between these two Cabs is eye-opening on a Burgundian scale.  Of course, Napa has tons of different terroirs.  With a vast array of soil types and exposures from two very different mountain ranges flanking it and the spine of the Napa River running through, how could it not?

But, dang, if it’s not always hard to see those differences–especially with Cabernet. With so much of Napa “dialed in” with perfect recipes crafted by a handful of well-known viticulturists and consulting winemakers, can you blame consumers for getting lost in a sea of sameness?

Sure, folks who live and breathe Napa can likely cut through the weeds to find those distinctions.

But for those of us who don’t drink $100+ Napa Cabs regularly, the brush is still broad. And I’m not saying that Burgundy is better (especially when it comes to pricing). However, there’s a lightning strike moment when you try even basic Burgundies from the same producer’s neighboring lots and realize “Holy Cow. These do taste different…” That’s not a moment that happens often in Napa–at least not at an attainable price point.

But it is a moment that happens here with the silky perfumed, blue & red fruit elegance of the Fay segueing into the brooding black fruit power and chocolate dustiness of the SLV. I get why other commentators often compare the Fay to Margaux and SLV to Pauillac. But, continuing my Burgundy theme, I would invoke tasting a Volnay next to Gevrey-Chambertin. But instead of being separated by miles, it’s separated by a creek.  And that is freaking cool!

If you look at the specs, the wines are treated fairly similar each vintage. So some of that difference is terroir between the alluvial Fay and volcanic SLV vineyards. However, there’s also a quirk of personality at play here in how Warren Winiarski wrote the next chapter of the legendary Fay Vineyard when he acquired it in 1986.

As Notaro and Grace explain below in another IG Live, Winiarski took a philosophical approach in replanting the site into separate experimental blocks of different clones, rootstocks, vine density and trellising. In an era of homogeny, the “bug” of miscellany is a fascinating feature.

The Velocity of Incitement

There’s a lot to celebrate today as an American wine lover. The Judgment of Paris did quite a bit to put California and Napa Valley on the global wine map. Though it is a fair bet that the US wine industry would have gotten there anyway, especially with the pioneering work of folks like Robert Mondavi and Martin Ray paving the way. But the events 45 years ago undoubtedly shortened that curve.

However, that was the judgment of yesterday, with most of those bottles long since consumed and sent to museums. The relevance of the Judgment of Paris today is how wineries like Stag’s Leap Wine Cellars approach those accolades. Do they take those slaps on the back and rest on the laurels of nostalgia? Or do they use it as a shove to keep delivering something exciting, inviting you to seek it out?

From the Judgment of Today, it looks to be the latter.

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A Round Up of Talks on Virtual Wine Events and More

in VirtualWineEvents.com, Wine marketing
Published on May 17, 2021

We’ve zoomed past the 1 year anniversary of VirtualWineEvents.com and I couldn’t be more thrilled with the site’s success. We’ve featured over 12,000 virtual tastings, webinars, IG Lives and other online wine events–reaching a global audience from over 70 countries. Plus, our video search library continues to grow. There are nearly 6000 links to recordings of online wine events, allowing them to continue reaching consumers long after the event has ended.

I’ll share more data and insights in future posts but I wanted to highlight some talks that I’ve had in the last few months.

Aussie Wine Chat E24: A Deep Technical Dive into VirtualWineEvents.com Data with Amber LeBeau

What days of the week are the best times to hold an online event? What search terms are users looking for when searching VWE for an online event to attend?

Here’s the link to the full podcast recording where we go more in-depth about the answers to those questions. Below I’ll post the data slides I reference in both this interview and in my Outshinery presentation.

We actually did a double episode with the first part talking about my experiences selling Australian wines in the US that you can check out here.

Outshinery: How to plan a virtual wine event that works

Just follow the link to get the full recording. Here I’m joined by Hardy Wallace of Dirty & Rowdy to talk about the “Secret Sauce” to great online events.

This was a follow-up to an earlier Outshinery’s On The Spot from July where I highlighted some great examples of winery events.

Outshinery’s On The Spot 03 from Outshinery on Vimeo.

Italian Wine Podcast – Ep. 551 Amber LeBeau | Voices

In my interview with Rebecca Lawrence of IWP, we spend a bit of time talking about my background–including lessons learned from working in the retail trenches in the US and writing a good chunk of the wine article on Wikipedia–as well as industry issues that I cover on this blog. But, of course, we touch a bit on virtual wine events as well.

The Jolly Cellar Master – #2: Amber LeBeau And How To Do Online Wine Events

#2: Amber LeBeau and How to do Online Wine Events

Link to full podcast interview here.

Data Slides

Note: This data was originally pulled for the February 24th Outshinery event. I’ll post updated numbers in the next coming weeks.




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One-Click Drinking

in Wine marketing
Published on February 12, 2021

I’ll be honest. The ongoing pandemic and isolation have really done a number on me. It’s incredible how the world feels so jumbled and out of place while also static and frozen at the same time. It’s been tough working up the urge to write, so I’ve spent my time more as a consumer rather than commentator.

Mac Forbes Pinot noir

But that tour of just making due, day by day, has ushered in an appreciation for how screwcaps so brilliantly encapsulate the mood and needs of wine consumers right now. Now this isn’t going to be a post extolling the virtues of screwcap versus corks. But rather I want to give you a little microcosm on motivation and how that impacts the consumer buying journey.

Plus, as the wine industry continues to dig itself out of the rubble of the pre-digital Stone Age, it’s worth wondering how often we “taint” the process in various ways.

Because, frankly, we’re all tired right now.

Mentally, emotionally, spiritually. Even physically. Sure, some folks are handling things better than others but it may be that they’re just better at hiding it. And this sense of tiredness impacts everything.

Even when we initially have the impetus to do something, it’s easy to get derailed. Anything that gives a modicum of stress can be enough to sap the desire to continue whatever journey you started, whether that be the buying journey to discover a new bottle or even the start of the re-buying journey that begins at the consumer’s home staring at their wine rack.

So many times this past year, I’ve gone to that rack, searching for something to drink only to feel the pangs and hesitations of “Ugh, do I really want to deal with this?”

Do I really want to muck around digging out the corkscrew? Do I want to fuss with the foil or fight with some blasted wax capsule that only makes me angry that I bought this wine in the first place? Is it worth the time or effort to enjoy this bottle of wine?

Often, the answer is yes because I’m an “engaged enthusiast.” But sometimes the answer is, indeed, No.

No, it’s not worth it.  And if that is the case with someone who is in the minority of consumers that are engaged enthusiasts, how often do you think “Nah, it’s not worth it.” comes up for the majority who are just looking for something to drink?

How often do they look at their wine rack and think it’s not worth the time and effort to enjoy a bottle of wine?

Of course, this goes far beyond packaging.

wax capsule

Seriously though, fuck wax capsules.
Even with the “good” wax that you can drill through with a corkscrew with little mess, they’re still a colossal pain if you want to use a Coravin for just a single glass.

We do so many things as an industry to keep piling on the effort we expect consumers to endure to enjoy our products. How much thinking do you want to do at that wine rack while picking out a bottle? Which pairing will work? Do I need to decant this? Is this wine ready to drink? Will this be sweet? Tart? Tannic? Earthy? What grape is even in this bottle?

Sometimes you don’t want to do any of that. You don’t want to think. You don’t want to work.

All you want in this godforsaken crazy world is to simply enjoy a glass of wine.

That is the intent. That is the desire. Now, how many obstacles are you willing to deal with to get to that goal? In this day and age, not many.

Sometimes, all you want is just One-Click Drinking.

Copper Crew Rose

Perhaps this is another reason why canned wine is taking off? Less fuss and thinking, more fun and drinking.


Last night, the perfect antidote to that “Do I really want to deal with this?” mood was a bottle of 2019 Mac Forbes Yarra Valley Pinot noir sealed under a screw cap. I was alright with the thinking part of the equation, but I really didn’t want to mess around with finding a corkscrew. Pure, simple laziness but damn if that wasn’t the exact place I was in.

I didn’t care about the romance or traditional “pop” of a cork. I wanted the romance of less fuss and nonsense in my life. Give me the swift motion of a simple click–a smooth consumer journey from bottle to glass. No interruptions. No gadgets. Just me, my intent, my desire, and the easy achievement of that goal.

Why can’t everything in wine be as easy as screwcaps?

At every step of the consumer journey, there will be multiple opportunities for that “Ugh, is this worth it?” to pop up. It’s the “cork taint” of sales–able to spoil an entire basket with a single drop. And it’s both systemic and endemic. While you can’t always account for everything going on in a consumer’s head, there are still many things under a winery’s control–especially at the beginning of the buying process with DtC sales. From poorly designed and hard to navigate websites, impersonal and joyless shopping experiences, to even unexpectedly high shipping costs–you want to limit as many of those hiccups as you can.

You want the buying experience to be as smooth and simple as opening a screwcap wine. No need to jump through hoops. No hesitation arising while digging around to find things–whether that be a particular wine on your site, shipping details, or a corkscrew. Don’t make consumers have to cut through the foil of multiple clicks and pages to get to their end goal–that glass of wine. That only increases the chance of bugs & site errors nicking their fingertips like a bad foil cut.

The one thought I want you to leave with is to remember this time that we’re living in now. Be mindful of the scars and habits that are being engrained. People may still want your product. They may still desire it and initially seek it out.

But there’s always going to be opportunities for that “Ugh, is this worth it?” cork taint to seep in. Identify those trouble spots and put a screw cap on them.

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Three Lessons Learned After 7 Months of Virtual Wine Events

in VirtualWineEvents.com, Wine marketing
Published on December 1, 2020

Today marks the 7 month anniversary since the launch of VirtualWineEvents.com. Despite still being a very young site, I’ve been thrilled with its growth. We’ve had more than 7400 events featured with over 5700 unique site visitors. Additionally, more than 400 folks have created accounts to submit events.

Image by Pixabay

But the most exciting part is seeing the data from the site about what kind of virtual events consumers are seeking. It’s one thing to have anecdotes, but the hard numbers about what people are actually clicking on are deeply fascinating.

So today I’m going to share some of these insights gleaned from seven months of data from VirtualWineEvents.com. As I said when I first launched VWE, my goal has always been for this site to be a tool for the wine industry to help reach consumers. It’s why I have no interest in monetizing the site with things like sponsored listings or ads. I want to keep the richness of organic feedback–something that anyone can see, anytime, in things like the Trending Events and Trending Video Replays sections.

Though first, some caveats.

One, the data is deliberately very limited to protect the privacy of users. Not only do we respect GDPR on the site, but I have no interest in demographic details of users or what they do elsewhere. It’s only what they do on the site–which listings they interact with–that I care about. So if you want details about age, gender, income brackets or other interests, then you’re not going to find it here. The only data is from people who intentionally allow cookies and even that is limited to just very general details like location. Thus, the data below reflects the actions of only about half the nearly 6000 users of VWE.

Finally, the current audience for VirtualWineEvents.com is significantly biased towards the US.

After that, a good segment of our audience comes from the UK and South Africa and then Australia, Canada and India. While we’ve had visitors from over 70 countries (including growing traffic from New Zealand, Ireland, Germany, Hong Kong, Singapore, France, Netherlands, Brazil and Sweden), the US’s influence will still be highly reflected in these numbers.

In future posts, I’ll dive deeper into buzz ratings–highlighting events that have seen the most interaction on the site. In October, I did a lengthy Twitter thread about the Top 10 most popular listings ever featured on VWE. Since then, that Top 10 has shaken up a bit as video replays become an even more significant buzz generator.

But now, let’s get to the three biggest insights that have emerged about virtual wine events.

Lesson 1 – When is the best time to host virtual events?

Answer – It depends.

Overall, the time slot that has seen the highest number of pure interactions is 19:00 GMT (2 pm EST, 11 am PST). This is prime time for the UK, Central Europe (8 pm) and South Africa (9 pm). It also overlaps with viable US times (especially on the weekends). But I wouldn’t necessarily say that it is the most popular time slot. While that time has had the greatest cumulative number of interactions (clicks, bookmarking, calendar adds, etc.), users only interact with an average of 2.4 events that are scheduled to start in that time slot.

Instead, the overwhelming leader in terms of average event interactions is 0:00 GMT–midnight in London but entering prime time for the US from 7 pm East Coast to 4 pm Pacific. Users interact with an average of 6.1 events during this time slot, followed by 23:00 GMT (average 4.5 interactions) and 22:00 GMT. Again, significant US-bias at play here. Below I have a chart of each time slot ranked by the average interactions they see from users. In blue, I’ve highlighted the “prime time” hours of 5 pm to 9 pm (4:30 to 9:30 pm in ACST and India) when most events are held.

Engagement times on VWE by interaction

AUS Central is ACST, which includes South Australia (Adelaide, Barossa Valley, etc.)

Another time slot that jumped out to me was 17:00 GMT (Noon EST, 9 am PST) when many trade webinars are held. Many individual events in this time slot have generated a fair amount of buzz ratings (often through video replays), though overall it’s not a big hour. But the near-even distribution between US and UK users does seem to bear out the value of these times for industry events.

17:00 GMT interaction

Takeaways:

Be mindful of your audience and err towards the prime time hours when you can. (Though I’m curious about that 8 pm drop in the West Coast US. Dinner time conflicts?) This is particularly true if you’re doing an event that involves tasting. Because let’s face it, not many folks want to drink wine at 9 am. But for more educational and informative events, the 17:00 to 19:00 GMT slots make a lot of sense to maximize overlap with engage audiences in Europe, South Africa & the US.

Lesson 2 – Virtual Tastings or Webinars? What is more popular?

To some degree, this is a question of who the audience for virtual wine events really is. Is it “regular” consumers who tend to gravitate towards tastings? Or is it more industry folks and highly engaged “winos” who tend to look for more educational events?

On VWE, I allow submitters to self-categorize their events as Virtual Tastings, Webinars, Social Events, IG Lives and Other. I leave the definition of the event up to them, but in the FAQ section, I offer this guidance:

Virtual Tastings– Events focused on specific wines to be tasted, usually with an expectation that participants have pre-purchased the wines ahead of the event.

Webinars– Events focused on a particular topic (such as Old Vine Zinfandel or the Wines of Rioja) that may include tasting specific wines but are structured to where participants don’t necessarily need to have those exact wines in order to enjoy the event. This would also include master classes and other educational events.

Social Events– This is a broad category that includes trivia, quizzes and other wine games, virtual happy hours, yoga, painting and cooking classes, book clubs, Twitter chats, movie viewing parties, etc.

Instagram Live– Due to the growing popularity of these events, we’ve created a separate category to highlight them. IG Lives often incorporate elements of Virtual Tastings, Webinars and Social Events with the common link being the convenience of being able to easily drop in on them while they’re happening.

While the popularity of Social Events & IG Lives ebb and flow (both were way more popular during lockdowns but still have some legs in the US), virtual tastings and webinars have shown remarkable staying power. And it’s pretty darn even between the two.

Virtual Tasting Engagement
webinar engagements

Takeaways:

Obviously, we’ll need to keep watching these numbers whenever things hopefully, someday get back to “normal.” While it’s easy to envision webinars still going strong post-COVID, I know many folks have been skeptical about the long term viability of virtual tastings. I don’t think we can pull any concrete takeaways from the data just yet. However, after seven months, there’s enough here to suggest that there will be some sustained interest in VTs.

Lesson 3 – Free or Paid events?

Outside of the “When should I hold my event?” question, the topic of whether an online event should have the cost of wine included upfront or be a free BYOB (bring your own bottle) event is one of the most frequent queries I get. This was the subject of another lengthy Twitter thread I did last month while looking at the data for the top 100 events based on buzz ranking.

That was more back of the envelope extrapolating. But looking at the hard data, events categorized as “Free” do get significantly more engagement. The average user engages with 3.6 free events compared to 2.3 engagements with all other events. However, as I noted in the Twitter thread, it does seem like that trend is changing with more consumers having their interest piqued by paid events.

Free events on VWE

Note: If an event lists a cost range like $0-20, it is not categorized as a “Free” event.

From Impulse to Intent.

In the Twitter thread, I shared my suspicion that one of the drivers of this change is that the mindset of consumers looking for online wine events seems to be shifting. At the beginning of the year, with the COVID pandemic and lockdowns freshly sprung upon us, folks were looking for an escape, for entertainment. That search for distraction played well with the novelty of virtual tasting and easy to consume options like IG Lives.

But as we settle into our new normal with (hopefully) more entertainment options opening up, wine consumers aren’t necessarily looking for distractions anymore. Instead, the ones who continue to seek out virtual events are looking for particular things. It’s more active engagement instead of passive consumption. We’re moving from a mindset of impulse (Hmm, is there anything to do tonight?) towards one of intent (I want to do ________). And consumers are usually more willing to pay for something that fits what they are explicitly seeking versus what strikes them on a whim.

This relates to another trend I see on the site.

The average user is spending a lot more time on VirtualWineEvents.com, clicking and engaging with listings. Right now, the average engagement is 3 minutes and 6 seconds. But compare the numbers from our first two months (May & June) with those of the past two (October & November).

May June engagement time

Oct Nov engagement time

Not only is the overall average engagement time higher but the average per session is also nearly a full minute longer (1m 06s to 1m 53s). And it’s not because there are more events to look through each calendar day. On the contrary, May and June were the two most prolific months with nearly 2600 events. At the other end, October and November only featured around 1200 events.

But even though the number of events has waned since the pandemic-induced frenzy of virtual tastings, the overall quality of events has improved. And accordingly, the seriousness and selectiveness of the consumers looking for these events have risen in response.

So what comes next?

While there was a lull in events during the Northern Hemisphere’s summer, activity has definitely picked up in the winter. It surprised me to see already 412 events submitted for December and another 91 for January. Typically that number slowly builds throughout a month as events get submitted on average 3 to 7 days before they happen. Quite a few only get submitted the day of or day before.

I hope this trend is pointing towards hosts being more proactive in scheduling events with enough time to promote them.  We really need to move beyond a “fly by the pants” mentality of throwing things together and just hoping people show up. Allowing more time to promote gives events a chance to build buzz and reach more consumers. As people move from what’s happening now? to actively searching for events that they want to attend, you want to show up in that search even if your event is still several days or weeks away.

And you want them to find you after the fact as well.
Add past event

Even if your event wasn’t originally featured on VWE, you can still add a video replay link.

I can’t overstate the value of video replays–especially webinars and winemaker events. That archive of quality content is truly the future of virtual wine events and where folks can find their most significant ROI. This will be another area that I’ll explore more in future posts as I keenly keep an eye on what’s popping up on the Trending Replay section.

Another thing I’m working on is categorizing the buzz rating data by keywords in their descriptions to compare events. I want to see how events with things like cooking class, blind tasting, cheese pairing, etc., fare in generating engagement. Which grape varieties or wine regions generate the most buzz? Does featuring a well-known moderator, Master of Wine or Master Sommelier help set some events apart? Tons of great stuff to sink my teeth into.

Of course, folks are welcome to ping me (amber@spitbucket.net) anytime about virtual events. As I said above, my goal for VWE is to be a tool for the wine industry. So if there are ways that this data can help wineries, wine shops, restaurants, educators and influencers better reach consumers, I’ll do my best to share it freely.

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The New Wall of Wine & Why Some Wineries Aren’t Even Making it to the Shelf

in Wine marketing
Published on August 16, 2020

By now, I’m sure a lot of folks have heard about the viral video of two brothers reacting to hearing Phil Collins’ ‘In the Air Tonight’ for the first time. If Tim and Fred Williams want to continue their tour of 80s hits, one song that the wine industry could certainly use a blast from the past of is Lionel Richie’s 1983 classic ‘Hello (Is it Me You’re Looking For?)‘.

That’s because as we stare into a future of more consumers beginning their buying journeys with online searches, many wineries have no clue of how to win the hearts (& wallets) of those consumers.

Even before COVID, a new Wall of Wine was being built that wineries needed to adapt for. But it’s not what we find in brick and mortar settings. It’s the changing way that consumers approach shopping for products to buy–as well as places to travel and visit.

Sleep on Search and Digital at your own peril.

Smartphones have changed the way we live and think about everything. Having a world of knowledge at our fingertips has fundamentally reprioritized how we approach information–what’s important to remember vs. what we can search for on the fly. And while, as a wine geek, I hate to admit this, for a lot of consumers, “wine knowledge” is pretty low on the totem pole of things worth remembering.

Wine Intelligence has noted this trend for some time but points out that this, interestingly, coincides with greater overall consumer confidence in buying wine.

Why?

Because a consumer doesn’t need to fret about knowing the difference between Pinot noir in Burgundy compared to Oregon when all they need to do is Google it. The answer is right there–or at least an answer good enough to satisfy their query. While “serious wine people” may quibble at things like Wikipedia and Wine Folly being top results, regular consumers sure don’t. This is the future, so we need to be paying attention to it.

Think of how many wine sales begin with a question. What’s a good Napa Cab to give as a gift? Are there vegan-friendly wines? What’s the best wine to have with chicken marsala? Even at restaurants or wine shops, consumers are just as likely to Google the answer as they are to ask a sommelier or steward. Maybe even more so.

Now think of how many wine sales are missed by wineries not evening trying to be the answer to those questions.

Do you have a spot on the digital Wall of Wine?

Come on, Lionel! People are searching. Are they finding you?

Don’t just Google yourself. Google what you do, what you make and where you are. Think of questions that consumers might ask that could lead them to you. Take a look at this search for California Zinfandel.

California Zinfandel Google Search

BTW, if you’re doing a virtual tasting/webinar, these questions in the Google results box would be great titles & themes to use.

The wineries mentioned in first page results (particularly in the very click-coaxing starred articles) definitely have a shelf spot on the digital Wall of Wine. But even if you’re not showing up in results for a high-value search term like “California Zinfandel,” hope is not lost. You could still show up on the first (maybe second) page of results for things like spicy Zins, Zinfandels that aren’t sweet, bold Zins, sustainable Zinfandels, Cheap Zins that don’t taste cheap, etc. While you may not be at prime “eye-level” placement on the digital shelf, finding yourself at least somewhere is better than not being stocked at all.

And don’t forget to check out YouTube as well. More and more people are incorporating video search in their buying journeys. This is an area that is only going to continue to grow–especially with the integration of voice search and smart TVs into our lives.

The importance of this extends far beyond just online shopping.

Even if you don’t want to bother with that “digital stuff,” the digital stuff is certainly going to bother you if your winery is built around tourism and tasting room visits. It’s very likely that one of the long-term impacts of COVID (as well as growing concern about the carbon footprint of traveling) means that folks are going to be more selective about where they go. If people are traveling less, they’re going to be researching more to make those fewer trips really count. And where do you think they’re going to be doing this research?

Picture a Zin-loving consumer at home, sitting on their couch, thinking about taking a trip to Sonoma. They turn on their smart tv, go to YouTube and start researching “Wineries with old vine Zin in Sonoma.” What are they going to find? Is it you they’re looking for?

Old vine Zin Sonoma YouTube

Mostly product reviews with really only one winery-produced video in the top results.

Do you remember me talking about wineries needing to think BIG about Virtual Tastings and Online Wine Events?

Folks, it was never about selling tasting packs as a short term revenue gap. It was never about trying to replace tasting rooms or just making due until things “got back to normal”. The wineries that took that approach are no better off today than they were before lockdown.

The wine businesses that hit home runs as virtual wine events were taking off were the ones that realized the value in the content they were producing. Content that shows up on searches.

In the last few months, hours upon hours of new wine content have been added to the digital Wall of Wine.  And it’s still coming as wineries, wine shops, influencers and educators find more ways to leverage these digital tools. Some of it’s great with strong keywords (not ‘Virtual Tasting May 14th with the Winemaker’ stuff) and captions containing more relevant search terms. Some are pretty blah, showing the half-hearted effort and short-term thinking of the people behind them.

The really savvy folks find ways to use the content from an online event in multiple ways.

Maybe that involves partnering with a digital marketing firm to add a professional flair and slice it up into easily digestible 2 to 4-minute nuggets like what Pour Agency and Outshinery do with their productions. These could be uploaded to places like YouTube and Vimeo where they’re prime to show up on consumer searches–giving you more opportunities to reach consumers.

Plus, don’t forget winery websites (many of which could use some love and touch up). Think about how much more alive and humanized a product detail page could be with a short video clip of the winemaker talking to real people about the wine at a virtual tasting.

Heck, I’m sure that even the most blasé virtual tasting or Instagram Live has at least two to three sound-bite moments. Why not mine these for 20 to 40-second clips that could be used on social media? Lord knows that wineries are never short in need of fresh SM content.

Sonoma Zin VWE search results

On VirtualWineEvents.com, we’re seeing a lot of traffic move towards people looking for video replays of past events. So it’s clear that this content has the potential to keep delivering results long after the event.

The digital Wall of Wine is only going to get more crowded.

If there is any lesson to be learned from COVID, it’s about how tenuous the old marketing playbook can be. It all works great, up until the point that it doesn’t. Tasting rooms, restaurant sales, they can all be gone in a snap. And retail is certainly not going to get any easier.

With DtC sales the lifeblood of many wineries, it’s never been more critical to keep the blood pumping. It’s not enough to rely on impulse and influence to make a sale. You have to cultivate intent.

Your consumers are already searching for their next bottle to buy or tasting room to visit. Is it you they’re searching for?

And, most importantly, is it you they’re going to find?

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What’s the Future of Virtual Wine Tastings?

in VirtualWineEvents.com, Wine marketing
Published on July 28, 2020

While the present is still grim in some areas (such as South Africa), many wine regions have open up their tasting rooms even in a limited, socially distant capacity. That’s been sure relief for cash-strapped wineries and a welcome respite for wine lovers who need to digitally detox. (Provided they feel safe and welcomed.)
Photo by Sarah Stierch (CC BY 4.0). Uploaded to Wikimedia Commons
But make no mistake. There is still a lot of value and a healthy market for online wine events. The folks that have gotten used to finding wine edu-tainment from the comforts of their couch aren’t melting away in the summer heat.

Since launching VirtualWineEvent.com in early May, I expected things to get quieter as places opened back up. But if you’ve been wondering why I haven’t been writing as much, I can tell you that those expectations didn’t play out. Running VWE is turning into a full-time job with managing listings as well as counseling wine businesses about their events. (Though we’re still committed to keeping this as a free resource for the wine industry.)

Now I will say that the number of online wine events featured on the site each day has certainly decreased from a high point of 60-70+ a day in May/June to about 30 to 40 a day. (Though, to be frank, that high point was a bit much.) However, our site traffic keeps rolling on. A big reason, I suspect, is that even though the number of events have gone down, the overall quality has gone up.

Sure, there’s still the smattering of sucky virtual tastings.

But the number is much lower as those wineries putting on those lackluster events likely didn’t see many results for their efforts. Maybe they had a little bump in the first few weeks but probably soon saw attendance and enthusiasm fizzle. However, the wineries, wine shops, educators and influencers that got it–that figured out how the game was to be played–are the ones we see still investing and putting out quality online wine events.

Now, of course, there isn’t a magical formula. However, there are definitely some common threads that have emerged. First among them was the initial approach. As I told Jess Landers of SevenFiftyDaily in her article, How Wine Brands Can Successfully Utilize Virtual Tastings to Drive Consumer Sales, trying to replicate the tasting room experience virtually is a nonstarter. Those who tried usually failed spectacularly.

The wineries that viewed virtual tastings as nothing more than a revenue stopgap were always thinking too small and too limited. Meanwhile, other wineries, like Ridge Vineyards and the many who have partnered with 67 Pall Mall, approached these events as brand-building opportunities instead of wannabe tasting room experiences. These are the folks who nailed it from the get-go and will continue to see results.

Tomorrow, I’ll be talking about this and more as part of Outshinery’s On the Spot – The State of NOW in the Wine Industry panel.

Outshinery Promo

You can save your spot for the event here.

I encourage my readers to save a spot and join us at 10 am PST/1 pm EST. I’ll be sharing many of the insights that I’ve learned from managing VWE.

I’m not going to give them all away here, but I’ll leave you with this thought.

In a crowded marketplace, you can’t always rely on impulse driving a sale. Think of a label or bulk stack catching a consumer’s eyes. The sign on the road saying “Tasting Room Open.” That interesting name and just right price on the wine list. All the things that we used to rely on encouraging a wine lover to give you a shot.

As the COVID shutdown has shown us, relying on impulse is tenuous. Instead, you need to drive intent. You need to give consumers a reason to look for your wines, to want to go to your tasting room or visit your website and social media.

The ease and global reach of digital video is a powerful seed planter and intent driver. The future of virtual wine events belongs to the wineries and wine businesses that understand this.

And that future is now.

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