Tag Archives: Hanzell

How Can Wineries Use Instagram Better?

Amber LeBeau in Millennials, Wine marketing

Published on June 28, 2019

It’s been a little over a month since I wrote my post Why Do Winery Instagram Feeds Suck So Much? which garnered some tremendous responses. Many folks have emailed me, including wineries, to share their thoughts.

I was most surprised at the number of wineries that asked me to “audit” their feeds. I have to give them massive credit for seeking honest feedback. It’s effortless to get lulled into the status quo, thinking that if you’re getting an okay amount of “likes” and “shares” that you must be doing good.

The vast majority of responses to my original post has been agreement that, yes, winery Instagram feeds do tend to suck.

But that’s not a universal sentiment. There was one really thought-provoking comment left by an owner of a social media agency that sharply disagreed with my take. You can go to the article to read her six-point comment as well as my reply. I appreciate her contrarian view and suspect that it’s probably shared by quite a few folks who run social media marketing firms.

But while we both agree that “authenticity” is vital, there are a few things about that contrarian view that I just can’t buy into–especially when it comes to marketing to Millennials who are the biggest users of social media.

Brand Awareness: The Be-All, End-All of Marketing?

One of the main points that commentator made was that “Regular pictures of the bottle help to keep the label top of mind is pretty basic, crucial even, to drive awareness and brand recognition- especially for new or boutique wineries.”

Now, I’m not against any pictures of wine labels appearing in social media feeds. My issue with “bottle porn” is the gratuitousness and oversaturation of it. Essentially many wineries take the idea of “Brand Awareness” and drive it off a cliff trying to emulate McDonald’s or Starbucks.

Here’s the thing. Wineries (especially small boutique wineries) are never going to be McDonald’s or Starbucks. It’s silly to take their idea of branding as benchmarks to emulate. People don’t look for the same things from wineries that they do from MacDonald’s or Starbucks. With those latter behemoths, they’re banking on the “top of mind” impulse buy.

I’m hungry. There’s a McDonald’s. You’ve got a Starbucks cup. You know, I could use some coffee.

Photo of image Created by Street Advertising Services for the Barefoot Wine Reverse Graffiti campaign in UK. Uploaded to Wikimedia Commons under CC-BY-3.0

Don’t mind the bird poop on the sidewalk. It adds street cred.

While you can make a valid argument that supermarket wines need to bank on some of this recognition impulse buying, this is not going to work the same way for a small boutique winery. Seeing a few random bottle porn pics on Instagram is not going to help these wines stand out in the massive wall of wine.

If you’re a small boutique winery playing in the arena of “Brand Awareness,” you’re always going to get trampled underneath the bare feet of the big boys.

Instead, small wineries need consumers who are actively looking to find their wines. They need consumers who are engaged and motivated.

They need intention, not impulse.

Brand recognition only gets you so far. Relationships will take you further.

The goal of small boutique wineries should not be “top of mind.” You’re never going to achieve that. But you can most definitely squeeze a little place in the hearts of consumers who feel connected to your wines because they feel like they know you and know a part of your story.

If you’re expecting to win the “Battle of the Wine Wall” with brand awareness and bottle porn, then you’ve already lost and dragons won’t help you.

That should be the goal of every winery’s social media strategy–building the relationships that consumers have with their brand.

Saturating your feed with nothing but bottle pics and fake poses doesn’t give the consumer anything to connect with. It doesn’t tell us anything about the people and places that makes a wine worth finding. There is no motivation to want to search online, get in a car, visit a store or winery.

It’s just…porn. Pretty pictures. A cheap thrill. Well, maybe not so cheap for the wineries that pay beaucoup bucks to marketing firms for the staged photoshoots.

So how can wineries inspire (good) intention on Instagram?

Well, the first thing you should not do is to treat your social media like “one big commercial.” Just no. Don’t.

This is especially vital if your winery is trying to capture the attention of Millennials. Because, if you haven’t heard, Millennials hate ads. Like we really, really, really hate them.

Now sometimes we’ll allow the subtle stuff, which is where the “bottle porn phenomena” got its start. But eventually too much is too much and all the subtlety is lost. Then you start venturing into the area where we feel like you’re ruining our social media experience.

Instead of putting you “top of mind,” you’re moving to the top of our shit list. That’s inspiring a bad kind of intention. I’m not kidding. Ask any Millennial you know and they’ll name a few brands that they absolutely refuse to buy because of how annoying their advertising is.

For me, Jared and Coit Cleaning can go to hell.

Maybe this is why Millennials are supposedly killing the diamond industry? So that no one will ever talk about going to this godforsaken store again. I’ve never set foot in here and never will because of their annoying ads.

And, honestly, while I wouldn’t say that they’re on a “shit list,” there are several wineries that have completely zapped any enthusiasm or interest I had in finding their wines simply because of how boring and porn-saturated their IG feeds were. It’s not like I would adamantly avoid their wines, but with so many other options competing for my wallet, “Why bother?”

That’s what you have to remember. There are so many other options competing for your consumer.

The ones that are going to get their attention are the ones that give them a reason to bother. For a demographic that craves connection and engagement, you have to meet them where they’re at.

You have to enhance their social media experience, not ruin it. Show us something interesting and engaging.

Show us something like Grgich Hills which lets visitors stomp grapes during harvest.

Or Long Meadow Ranch which, during Pride Month, subtly let all its followers know that everyone is welcomed there without nary a rainbow flag or pinkwashing in sight.

Show us some history like Charles Krug Winery or Buena Vista in a way that lets us know that we can take part in that history.

Share what makes you unique even if it’s your passions outside of wine like the art of James Frey of Trisaetum or beekeeping at Spottswoode.

Or just share your geeky love of doing what you do like what comes through in every IG post by the Mullineux family.

Show us your people because that is the one thing that most sets you apart from every other winery. From the vineyard workers, to harvest interns, the winemaking team, hospitality, everyone–they each put their own unique imprint on your wine.

I raved about this on Twitter during my #WineMktMonday chat, but I absolutely adore this IG post from Côte Bonneville.

Screen shot from Côte Bonneville IG https://www.instagram.com/p/ByiIlengOyO/

Rock on, Rosa! You better believe that I’m going to find some Côte Bonneville wine (like their gorgeous DuBrul Cab or crackling off-dry Riesling) to toast to her and the Côte Bonneville team’s efforts.

Heck, show us their family like this excellent post that Frog’s Leap Winery did to highlight a proud papa moment of one of their cellar crew.

And, well, cute animals never make a bad post. Seriously, you have to look at these baby sheep at Hanzell!

Now if you look at the IG accounts for all of those wineries, yeah, you’re going to see some bottle shots.

But their PPP ratio (People:Places:Porn) is far healthier than what you see on most winery Instagram accounts. And every single one of them gives me a reason to pay attention–a reason to feel a connection to their brand.

As a consumer, those kind of IG posts motivate me to seek out their wines with intent. They’re not crossing their fingers and hoping that brand recognition and impulse blows customers into their tasting rooms like tumbleweeds. Instead, they’re creating the wind that’s doing the moving.

Bottom line: People are always going to be better than bottle porn.

Maybe we need to get him frolicking on the beach? That should score some “likes”!

A consumer is always going to be able to make more of a connection with a real, living breathing person than an inanimated wine bottle. Every time. Everywhere.

You’re not selling vacuum cleaners. We don’t need to know all the products and features. But a HUGE part of wanting your wine is driven by knowing you. After all, the wine is a product of the passion and people behind it.

While I respect the hard work and effort of marketing firms, and I’d like to think that their hearts are in the right place, I need to be brutally blunt here.

If the people you’re paying to market your wines are telling you that you need to treat social media like “one big commercial,” then you’re wasting your money with them.

Yes, I’m sure they can point to plenty of metrics showing how many “likes” or “shares” and “comments” that a fancy, professionally shot and beautifully curated spread has. But tell me this…

Can anyone buy your wine with a “like”? With a “share”? How many comments of heart-eyes emojis can you point to that turned into real customers motivated to seek out your wines?

I’m not saying that metrics aren’t important. But they can be overstated. Ultimately the question that every winery should ask about their social media strategy is:

Do I want to chase likes and shares, or do I want to chase connections and sales?

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Getting Geeky with Tablas Creek Vermentino

Amber LeBeau in Wine grapes, Wine Knowledge, Wine reviews

Published on September 13, 2018

Back in January, I wrote a post called Wine Clubs Done Right that detailed my discovery of Tablas Creek’s Wine Club program. Which I promptly joined. As I noted in that post, I don’t join many wineries’ wine clubs. They rarely offer compelling value. Plus, I don’t like being committed to buying quantities of wine that may eventually shift in style due to changing winemakers/ownership, etc.

However, while exploring the Tablas Creek story and all they had to offer I found many compelling reasons to pull the trigger and join. Much to my surprise, the folks at Tablas Creek were actually interested in my tale and offered on their blog some cool behind the scene insights into their thought processes in how they set up their wine club programs.

You usually don’t see that kind of receptivity and transparency with many wineries but, as I’ve found out in the nearly eight months since I’ve been a member of Tablas Creek’s wine club, that is just par for the course with them. It’s not marketing or show. These folks are really just wine geeks through and through. They love what they are doing and sharing that passion with others.

If you are wine geek yourself, I honestly can’t recommend a more exciting winery to discover.

Beyond their hugely informative blog with harvest and business details, the Tablas Creek website also offers a trunkload of goodies. This includes a fantastic vintage chart of their wines that gets updated regularly. You’ll also find a comprehensive listing of grape varieties they farm.

Jancis Robinson’s Wine Grapes is still my holy writ (and I like Harry Karis’ The Chateauneuf-du-Pape Wine Book chapter on grapes). But when I’m away from my books and want to check up on a Rhone variety, there is no better online source than the Tablas Creek site. Plus, the particular winemaking details they cover in the entries is often stuff that you won’t find in many wine books because it comes from their decades of hands-on experience working with these grapes between themselves and the Perrins’ Ch. Beaucastel estate.

But enough with the effusive gushing and let’s get down to some hardcore geeking over the 2017 Tablas Creek Vermentino from the Adelaida District of Paso Robles.

The Background

Counoise vine outside the tasting room at Tablas Creek.

Tablas Creek Vineyards was founded in 1989 as a partnership between the Perrin family of Château de Beaucastel and Robert Haas of Vineyard Brands. As I noted in my 60 Second Review of the 2000 Beaucastel Châteauneuf-du-Pape, the Perrins have been in charge of the legendary Rhone property since 1909.

Robert Haas established Vineyard Brands in 1973 as part of a long wine importing career. He began in the 1950s working for his father’s Manhattan retail shop M. Lehmann (which was eventually bought by Sherry Wine and Spirits Co. to become Sherry-Lehmann). After World War II, he was the first American importer to bring Chateau Petrus to the United States. Haas also helped popularize the idea of selling Bordeaux futures to American consumers.

In addition to Beaucastel, Haas represented the importing interests of several notable Burgundian estates. These include Domaine Ponsot, Henri Gouges, Thibault Liger-Belair, Jean-Marc Boillot, Etienne Sauzet, Mongeard-Mugneret, Domaine de Courcel, Thomas Morey, Vincent & Sophie Morey, Vincent Girardin and Vincent Dauvissat. He also represented the Champagne houses Salon and Delamotte. Haas would go on to sell Vineyard Brands to the firm’s employees in 1997. His son, Daniel, manages the company today.

Aaron Romano of Wine Spectator noted that Haas also helped launch Sonoma-Cutrer and promoted on a national stage the prestigious California wines of Chappellet, Joseph Phelps, Hanzell, Kistler and Freemark Abbey. In 1980, he co-founded the distribution firm Winebow Group.

Planting Tablas Creek

The vineyards of Tablas Creek with some of the rocky limestone soil visible.

Haas and the Perrins saw the similarity in maritime climate and limestone soils of the Adelaida District and Rhone. They purchased 120 acres west of the city of Paso Robles and established Tablas Creek. Planting of their estate vineyard began in 1994. Today the winery has 115 acres of biodynamically farmed vines–producing around 30,000 cases a year.

Utilizing its close connection to the Chateauneuf estate, Tablas Creek would go on to become an influential figure in the Rhone Ranger movement in the United States. They did the heavy lifting of getting cuttings from Beaucastel through quarantine and TTB label approval. Over the years, Tablas Creek would help pioneer numerous varieties like Counoise, Terret noir, Grenache blanc and Picpoul in the US. Additionally, the high quality “Tablas Creek clones” of Syrah, Grenache and Mourvedre have populated the vineyards of highly acclaimed producers across California, Oregon and Washington.

In the mid-2000s, Robert’s son Jason joined the winery and is now the general manager. He’s also the main contributor to Tablas Creek’s award-winning blog.

In March 2018, Robert Haas passed away at the age of 90, leaving a lasting legacy on the world of wine.

The Grape

Vermentino from Giorgio Gallesio’s ampelography catalog published between 1817 and 1839.

Wine writers and producers hotly debate the origins and synonyms of Vermentino. Some ampelographers claim that the grape came from Spain via Corsica and Sardinia sometime between the 14th and 17th centuries. However, DNA evidence point to potentially the mainland of Italy as the birthplace. Here they suggest that the Vermentino of Tuscany, Corsica and Sardinia are the same grape as the Ligurian Pigato and the Piemontese Favorita.

But, Ian D’Agata, in his Native Wine Grapes of Italy, notes that these conclusions are vigorously disputed by Italian growers, particularly in Liguria, who point out that Pigato produces different wine compared to other Vermentino. D’Agata finds Pigato to create “bigger, fatter wines” with a creamier texture than most Vermentino. The name “Pigato” may have derived from the word pigau in the Ligurian dialect, meaning spotted. It could be a reference to the freckled spots that appear on the berries after veraison.

It is possible that the grape is a relatively recent arrival to Sardina. The absence of Vermentino in the 1877 Bollettino Ampelografico listing of Sardinian varieties suggests this. However, the 1887 edition later included it. Today the grape plays a prominent roll in Sardinia’s only DOCG wine–Vermentino di Gallura.

The connection to Favorita seems to be less disputed, though.

Vermentino vineyards in Sardinia.

Robinson, Julia Harding and José Vouillamoz note in Wine Grapes that historically the grape was believed to have been brought to Piedmont originally as a gift from Ligurian oil merchants. The first documentation of the vine was in the Roero region in 1676, where it was a “favorite” table grape.

Almost two decades earlier, in the Piemontese province of Alessandria, a grape named “Fermentino” was described. Growing in vineyards along with Cortese and Nebbiolo, this may be the earliest mention of Vermentino.

Historically, as Favorita, the grape has a long history of being blended with Nebbiolo. It was a softening agent, used to smooth out the later grape’s harsh tannins and acid. This is very similar to how producers once blended white grapes like Trebbiano and Malvasia with Sangiovese in Chianti.

While once the primary grape of Roero, in recent decades, Favorita has fallen out of favor. In its place, Arneis and Chardonnay have gained in popularity.

Beyond Italy

Rolle/Vermentino grapes growing in southern France.

Outside of Italy and Corsica, Vermentino also grows in the Languedoc-Roussillon. Here the grape is known as Rolle. Beyond Europe, Lebanese producers are growing in the Bekaa Valley. It has become one of the fastest-growing “alternative grape varieties” in Australia. As of 2016, there are nearly 300 acres across Victoria, the Hunter Valley, King Valley, the Barossa and Murray Darling.

While Tablas Creek mostly focuses on Châteauneuf-du-Pape grapes, they were one of the first US producers of Vermentino. They planted the vine in 1993 based upon the recommendation of the Perrin family’s nurseryman. He thought that Vermentino would do well in the soils and climate of the Adelaida District. While initially used as a blending component, the winery has been making a varietal Vermentino since the 2002 vintage.

Growing in popularity

In 2008, there were around 20 acres of the Vermentino planted in California when there was some speculation that the grape could have appeal to Sauvignon blanc drinkers. By 2017 that number had jump to 91 acres as producers like Tablas Creek, Seghesio in the Russian River Valley, Mahoney Vineyards, Fleur Las Brisas and Saddleback in Carneros, Unti Vineyards in the Dry Creek Valley, Gros Ventre Cellars in El Dorado, Brick Barn in Santa Ynez, Twisted Oak in the Sierra Foothills and others began receiving acclaim for their bottlings.

Outside of California, notable plantings of Vermentino are in the Applegate Valley of Oregon (Troon Vineyard and Minimus Wines). You can also find it in the Texas High Plains (Duchman Family Winery) and Monticello AVA of Virginia (Barboursville Vineyards).

In 2017, Tablas Creek produced 1430 cases of Vermentino. While some producers age their Vermentino in neutral oak, Tablas Creek fermented and ages theirs in stainless steel tanks.

The Wine

The mix of citrus and yellow peach notes is very intriguing with this wine.

High-intensity nose. Very citrus-driven with kefir lime, pink grapefruit and pummelo–both the zest and the fruit. There is also a tree fruit element that seems a bit peachy. But I would put it more in the less sweet yellow peach category than white peach.

On the palate, those citrus notes carry through and have an almost pithy element to them. Not bitter at all. But it adds weight and texture to the medium body of the wine. The medium-plus acid is mouthwatering and lively but well balanced with the acid highlighting the yellow peach note. The palate also introduces some racy minerality with a very distinctive streak of salinity that lingers long throughout the finish.

The Verdict

The best way I can describe this 2017 Tablas Creek Vermentino is if a New Zealand Sauvignon blanc, a sur lie Muscadet from the Loire and an Italian Pinot grigio had a threesome. This would be their baby.

Such a fascinatingly unique and character-driven wine. It combines multiple layers of tropical and tree fruit with acidity, minerality, weight and texture. Well worth its $27 price.