Tag Archives: Trisaetum

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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Crappy Stemware–The Sweatpants of Wine

Amber LeBeau in General, Wine Tasting

Published on February 22, 2019

James Melendez, aka James the Wine Guy, recently published a terrific little rant about the quality of wine glasses used at many tasting events and restaurants.

His post reminded me of one of my saddest wine moments. Several years ago, my wife accepted an offer at Amazon. To celebrate, we went out to dinner with friends.

We were going to a restaurant that had fantastic food but a pedestrian wine list so we brought along a bottle for corkage. That bottle was the 1997 Salon.

I was relatively young in my wine education at the time. So while I knew enough to recognize a crappy restaurant wine list, I was still too naive to realize that crappy wine list=crappy stemware. (Of course, I know that a great wine list doesn’t always equate to great stemware.)

So we ended up drinking this fabulous bottle of Champagne from…this.

Champagne Salon crappy stemware

Yeah, it was pretty sad.

Needless to say, I certainly didn’t feel like I got my money’s worth. The Champagne was drinkable. But I honestly wonder if I would have gotten the same amount of pleasure drinking a Mimosa made from a Spanish Cava at that moment.

Later on, I would have the 1997 Salon again in much better stemware. The experience was worlds apart. I know that bottle variation and aging played some role in that but the stemware did too.

Now given how much we know about how the shape of the glass impact our perception of a wine, you have to wonder why so many wine events, restaurants and wineries settle for crappy stemware.

Yes, I know breakage is a concern.

But there has to be a trade-off in the cost of the wine glasses versus the cost of lost sales.

I don’t think every winery needs to invest in the top of the line Zaltos or Riedels. But there is plenty of decent stemware available in the $9-15 range that would be a considerable step up from these $2-5 goobers.

I enjoyed both of these but I only bought one bottle of the Greek white. And, honestly, I bought it more for the novelty than the quality.

The current release of the Portteus Viognier is around $15 a bottle. If better stemware helped this winery sell only a case more a month, that would be an extra $2160 in sales a year.

If we went with $15 glasses like these Schott Zwiesel Concerto Burgundy glasses (which would likely be cheaper buying wholesale in bulk), the winery would have to break 144 glasses to wipe out the revenue of those extra sales.

As someone who has dropped an entire dish rack of 25 glasses (only broke 18 of them!), I know that is possible. But not probable.

Putting your best foot forward

I bought way more than $15 worth of extra wine at these places.
Of course, the quality of the wine was there but the stemware allowed that quality to shine.

Wineries devote so much care and passion into making the best product they can. Why waste all that of by presenting your labor of love in anything but the best possible light?

In many ways, presenting your wines to consumers is like a job interview. You wouldn’t show up in sweatpants and expect a favorable response. Why do we think that presenting wine in “sweatpant stemware” makes any more favorable of an impression?

Treating your stemware as an afterthought is essentially sending the message that your wine is an afterthought as well.

And don’t get me started about wine events.

My apologies to any winery that has ever had their wines poured for a wine class at Total Wine.

I know wineries can’t always control how their wine is presented at tasting events and wine classes. But as James points out in his piece, it is often cringe-worthy.

I spent over five years teaching wine classes for a major retail chain that makes billions in revenue each year. Along with providing a great consumer experience, a primary goal of these wine classes was to sell wine.

Yet, my former company gave me just about the cheapest, shittiest glassware possible to do that with. It made zero sense whatsoever. These glasses probably turned more people off on the wines being featured than they did anything else.

Sigh

It all comes back to the job interview analogy. You don’t necessarily need to wear a tailored suit or designer dress. But you sure and the hell don’t want to show up wearing sweatpants.

So, please, stop dressing your wines up in them.

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Beaver State Bubbly

Amber LeBeau in General, Wine Knowledge, Wine regions

Published on January 19, 2018

I’m a bit of a bubble fiend. I love drinking sparkling wine. I love talking about it.

Easily at least half of the wine reviews I post here are about bubbles and when I get new sparkling related wine books like Bursting Bubbles, I eagerly devour them.

Living in the Pacific Northwest, I’ve watched with excitement the growth of the Oregon sparkling wine industry that Forbes.com contributor Joseph V. Micallef highlighted in a recent post.

The founding father of Oregon Bubbles is Rollin Soles who started Argyle Winery in Dundee in 1987. His venture had a lot of all-star firepower backing it with Australian winemaking legend Brian Croser (the 2004 Decanter Man of the Year) and Christian Bizot, then owner of the Champagne House Bollinger.

In 2001, Argyle became part of Lion Nathan corporation with their US branch spinning off in 2012 to become Distinguished Vineyards. Now Argyle is part of a portfolio of brands that includes MacRostie, Wither Hills and The Counselor. In 2013, Soles stepped away from the winery to focus on his brand ROCO that he founded with his wife, Corby Stonebraker-Soles.

While I’ve enjoyed Argyle since Soles left, I must confess that I haven’t been as wowed by the winery’s offerings in recent years. Part of it could be the increase in competition as wine shops have been bringing in more sub $25 Crémants from Alsace, Burgundy and the Loire that way over deliver on value. While years ago, Argyle’s basic brut at $20 stood out from the pack, now it is just middle of the road with even sparkling wines from New Mexico like Gruet and Jacqueline Leonne delivering delicious value in the under $15 category. Still, the 1998 Argyle Extended Triage remains one of my all time favorite wines.

But times change and winemakers move on, which is why I was very excited to try Soles’ new ‘RMS’ sparkling wine project at The Herbfarm’s holiday dinner series “The Holly & The Ivy”. While it didn’t reach the level of that 98 Extended Triage, the 2014 RMS Brut did remind me of all the things I missed about Argyle.

Not a bad way to start off a 9 course meal.

Around 66% Pinot noir with the remainder Chardonnay, the wine had high intensity aromatics of spiced pear wrapped in a toasty pastry crust. Those notes carried through to a creamy but powerful mouthfeel not that dissimilar to Charles Heidsieck. It also reminded me of Pol Roger where the weighty flavors are balanced by fresh citrus notes and racy minerality that give lift to the wine. An incredibly well-made sparkler that would probably continue to age even in the bottle under cork. It is certainly well worth the $65 winery price.

What Makes Oregon Bubbles Special?

In his Forbes post, Micallef quotes Tony Soter on how the “sweet spot” of Oregon’s cool-but-not-too-cool climate gives its an advantage over both warmer California and cooler Champagne.

“[In Oregon you have] … a generosity of fruit that is expressive of the grape varieties (Pinot Noir and Chardonnay) reaching a high level of maturity while still maintaining an admirable level of acidity, finesse and elegance critical to sparkling wine. [While] … in California, the weather is too warm, forcing a premature picking to minimize excessive alcohol at the expense of the nuance and delicacy of fully developed grapes.” — Tony Soter, as quoted on Forbes.com January 19th, 2018

Far from being an “Oregon-homer”, Soter’s opinion on the differences between Oregon and California’s terroir is backed by his 30 plus years of experience working at some of the best names in California wine like Chappellet, Araujo, Shafer, Spottswoode and Dalle Valle.

The stats on Oregon’s favorable “goldilocks position” also bares out according to Hugh Johnson and Jancis Robinson’s Wine Atlas. While Champagne sits along the 49th parallel and averages a daily growing season temperature of 58.4°F, Napa Valley (home of Schramsberg, Domaine Chandon, Mumm Napa, etc) sits on the 38th parallel averaging growing season temperatures of 66.8°F. The Willamette Valley is nestled right in the middle of that on the 45th parallel with average growing season temps of 60.6°F.

In addition to losing acidity, if you wait too long to harvest your grapes in warm climates you risk “baking out” the more delicate and complex flavors. This produces over ripe and dried fruit notes that the French call ‘sur maturité’. For many California sparkling wine producers, its a Catch-22.

Harvests in California for sparkling wine regularly taking place in early August while in Oregon it doesn’t start till September. In Champagne, which wine authors like Robert Walters in Bursting Bubbles claim often harvest too early and too unripe, harvest typically begins late August and early September. Many high quality grower producers in Champagne harvest later into September.

The timing of harvest is key because you want ample acidity for sparkling wine production which you can risk losing if the grapes hang too long on the vine. But at the same time unripe grapes can give bland and uninteresting flavors. Tom Stevenson and Essi Avellan note in their Christie’s World Encyclopedia of Champagne & Sparkling Wine that having ripe grapes is absolutely essential for high quality sparkling wine.

Photo by Gary Halvorson, Oregon State Archives. Released on Wikimedia Commons under Oregon Historical County Records Guide public use

In the Willamette Valley, daytime highs in July in the low 80s (°F) can drop to the low 50s (°F) at night.

Like Washington State, Oregon also benefits from having drastic diurnal temperature variations during the growing season where temperatures can drop at night 30-40 degrees from day time highs, letting the vine literally “chill out” and retain fresh acidity.

This extends the growing season, allowing the grapes to hang longer on the vine, developing riper flavors while still maintaining that vital acidity.

Oregon Sparkling Wine Producers to Seek Out

Micallef notes that there is around 40 producers making sparkling wine in Oregon. While most of the production is small and limited to sales at the winery’s tasting room or wine club, there are some producers with ambitious aims.

One that is mentioned in the Forbes article is Radiant Sparkling Wine Company that was founded in McMinnville by Andrew Davis, a protege of Rollin Soles. After 8 years at Argyle, Davis founded his company to serve essentially as a mobile méthode champenoise facility, traveling to wineries with his sparkling wine equipment and technical know-how to help winemakers turn their base wines into bubbles.

Among the wineries that Davis has worked with includes Adelsheim, Anne Amie, Brooks, Ponzi, Raptor Ridge, Sokol Blosser, Stoller, Trisaetum and Willamette Valley Vineyards. In 2017, Davis helped create over 20,000 cases of Oregon sparkling wine to add to the 25,000 cases that Argyle produces yearly.

The Stoller rose sparkler more than held its own in a line-up of impressive bubbles.

One of these wines that I’ve recently had the opportunity to try was the Stoller 2014 Legacy LaRue’s Brut Rosé. The 25% Chardonnay and 75% Pinot noir base saw 10 months aging in neutral French oak before bottling and secondary fermentation. The wine spent 2 years on the lees prior to disgorgement with around 275 cases produced.

The LaRue rosé had a beautiful medium plus intensity nose of fresh cherry and strawberries. But what most intrigued me was the tinge of citrus blood orange that framed the red fruit notes. On the palate, the wine added another depth of flavor with some spicy and mineral notes.

I had this wine only about a couple weeks after I had the Louis Roederer 2011 Brut Rosé that I described in my post Cristal Clarity. We had another bottle of the Roederer rose opened with the Stoller and it was quite impressive how the Stoller showed in comparison. While it was more on the delicate and minerally side versus the fruitier Roederer, the Stoller clearly won out with much more vivid aromatics and longer finish that didn’t fade as fast as the Roederer. Considering that the Stoller LaRue is $65 while the Roederer is around $70 and you have some substantial value.

For a relatively young sparkling wine industry that just reached 30 years, the future looks exciting for wine geeks wanting to explore Oregon bubbles.