Archive - December, 2013

Putting Wine in Context

Wine is not just ‘appreciated’, it is appreciated IN A CONTEXT.

Context: the circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood

One wine that is perfect in one context, may be entirely wrong for another. Thinking, writing, marketing or selling wine without understanding the context risks wasting the effort.

Gaga-ing on the concept of wine

Gaga-ing on the concept of wine in Liquorville

The context for a wine might be:

  • drinking it with a meal on a summer terrace;
  • for analysis and competition purposes;
  • with friends;
  • at a music concert;
  • to impress a colleague;
  • because my mum only likes white wines;
  • to make a social point;
  • … and so on, including in combination, ad infinitum

The context of a wine personalises the experience of the person buying and drinking the wine.

Context changes not just between people, but from moment to moment even for each person.

For too long wine communication has focused almost entirely on a single contextContinue Reading…

Wine Business Innovation Summit

#WBIS – Wine Business Innovation SummitThe WBIS, Wine Business Innovation Summit, returns with a new location this year, and Vrazon will be taking part again. The WBIS is a welcome addition to the wine landscape and a perfect complement to the Digital Wine Communications Conference held each autumn. Both events are working to make sure the online sphere of wine is taken seriously and that the people behind it are rewarded for their work.

The first edition of #WBIS was held on 19th January at the Les Ateliers des Tanneurs in the Marolles quarter of Brussels. Organised by Marc Roisin (CEO and founder of Vinogusto.com) and Faye Cardwell (freelance organizer of international wine events) the duo were supported by Jens De Maere (founder of Belgianwines.com) and a team of highly enthusiastic members of the Belgian wine scene.

I was there that year as a speaker talking about how to improve the “press trip”. Being a one-day event it was a good chance for me to meet new people I hadn’t met before, many just getting started in the wine world as well as many long time veterans. Mark and his team had created a spark of energy and while I think there were questions about the viability of the event going forward, one of which was whether wine geeks could endure another cold winter event, overall people left with a bit of a ‘spring’ in their step.

Continue Reading…