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Wine labels done right, a discovery at VinCE

April 11, 2012 in Consumer marketing with 0 Comments

A couple weeks ago I found myself in Budapest for the VinCE wine event – An event that is more consumer focused than trade, but a place to discover new wines and meet new people. I have to admit that I rarely find myself discovering a wine label, or bottle design, at such events that makes me stop and say, “hey, now that is a great idea!” The wine world is full of copycats and formulaic marketing that usually bores me or fails to reflect the wine that it is supposed to represent. The wine inside a bottle is often either represented by a horrific label with a fancy font and ridiculous food pairing suggestions; or the opposite, by a label that is itself a work of art, meant for a museum, while the juice inside is second rate at best.

This year, one winery did stop me in my tracks to exclaim, “Yes, now that is what I’m talking about!”

Dénes Pécsi-Szabó, a young man from the Janus winery in Villány region of Hungary came up to me after the Gary Vaynerchuck masterclass and asked me to try his wines. Needing a reason to roam around, I found his table in the back corner of one of the main tasting halls, and within minutes I knew it was a good idea. Dénes, having very little time left in the day, quickly showed me his wines and the new labels that he was in the process of switching his wines to. Colorful and patterned I thought nothing of it at first, another pretty label. After tasting one of the wines, I remember noting that at least the pretty label contained some good fruit.

It was at that point that Dénes started to explain the story behind the label and I proceeded to inspect it closer. Turns out the patterns on the label had meaning. I’ll let Dénes explain in his own words how he worked with a designer to create them:

We created them with Marton Kenczler, Art Director of Kirowski Isobar. I used to work with him in film productions, and I wanted to bring a designer to create our logo and labels from an outsider world. Marci…had no knowledge or experience in the wine business.

We thought, that the old label is a little boring, as it was created to try to please all consumers and also family members of Janus Winery. We wanted to do something, which we feel[sic] closer to us, looks nice and sticks out of the Hungarian label crowd…

We both felt that the long label hugging around the bottle is a good form for what we want to do. Then I said one or two words about all of our wines, and Marci reflected with the symbols.

Rosé: Fresh, girly
Portugieser: wine for everyday
Cabernet Sauvignon: royal grape
Cabernet Franc: King of Villány Wine Region
Merlot: soft
Syrah: eastern influence, Big body

Using Icons as the base of the design the two decided that each grape would receive its own, unique icon. Therefore, each wine could reflect what was inside the bottle with a few visual cues. By playing with the quantity of each icon, they could give the consumer an idea of what the final wine might offer.

What’s interesting is that this winery was not only branding grapes, but branding them in a visual way that overcomes language barriers. Combine this with fun, lyrical label messages that play with the character of the grape, leaving out any silly food pairing suggestions, and they’re onto something fun and different.

Now I’m not saying that Janus solved all major problem, or that these are the most innovative label designers and marketers I’ve come across, but they took a risk to think differently. They realized that people do shop by grape, and by relating these to visual cues, can create deeper branding. Additionally, they stepped out of the wine bubble to consult a designer who is able to see their world differently. Objectively.

Yes this is a moot point for the first time wine buyer. They are not going to know the “system” when they first pick up a bottle, but it is the “plastic bull” idea – where the consumer, if they like the wine, has an easier route to brand loyalty [Back in my wine shop, if a buyer couldn't find a wine for their pizza on friday night, they defaulted to the one with the plastic bull around it's neck]. These symbols, when first noticed, can create enough curiosity for the casual buyer to connect with them, and possibly seek out new combinations. Beyond that, they represent what is inside visually, and thus go much further than most wine labels who rely on fancy art or funny fonts.

I have yet to taste the full range of Janus wines. This will be remedied soon, but I will say that the couple wines I did taste at the end of a long day were showing great potential. Wines that I would buy, without a doubt.

Wine marketing is a challenge in a sea of copycats. Thinking ‘different’ can be hard to do, but the rewards can be great. Congrats to Janus on their efforts.

Cheers!

Note: This label shown here has a music note icon. This icon has been added as this wine is the official wine of the Pannon Filharmonics Orchestra. In their mind the wines grapes blend with the music so they are shown together.

Case Study – Social Media Works for Tea

February 15, 2012 in Consumer marketing, marketing with 10 Comments

One of the problems with the “should I use social media” discussion is that people who do not, and never will, use these tools natively are the ones making the decisions.

‘Digital Natives‘ are people who were born in a world where the landscape was always “digital”. If you extend this thinking you then have “social media natives”. I like to say these people are the ones who see no need for a phone book, printed map, or rolodex. I’m almost one of these. I say almost because I still find some things easier to do offline than online, but that is changing quickly.

I start with this because in my daily life, when I want to buy something or learn about something, my first stop, no matter what, is Google. I guess I can see that changing to Bing or Twitter or Facebook at some point, but the fact is that the “web” is my primary destination.

And so, my story begins.

This Christmas, my sister invited my family to stay at a rented house in the Cotswolds for a few days. Great idea! Countryside, hiking, long meals, lots of wine, … a perfect holiday. To make the holiday with family all in one house go smoothly, she gave us all small gifts to help us enjoy our stay. One of these was a not-to-be-mentioned specialty tea company’s assortment of teas. Each person received a different flavor based on their personality. A great gift, and while I wasn’t at that moment a big tea fan, the quality of these teas released a passion in me. I fell in love with them, primarily due to their freshness and quality. I was hooked, and when I got back to Spain I quickly raced to Google to help me fuel my addiction. It turns out that I was in luck as they were available to ship to Spain at a reasonable price.

One week later I was sitting at home with boxes of new teas and was ECSTATIC about beginning my reintroduction to whole-leaf teas – a reintroduction that made me realize how similar high quality teas and wines can be … but that is for another article. The point is, I immediately starting tweeting my satisfaction and including the account of the relevant company in my tweets. I sent a letter to them by email saying “thank you for your great teas”. I even went to their web2.0 website and left comments lauding the greatness of my new favorite teas!

The result: nothing. Not a single “thanks”, “good to hear”, “Happy you’re happy” or other comment. Just silence. Cue the crickets.

I was crestfallen, even heart broken. The packaging was cute, the brand adorable. Expensive, sure, but the quality was amazing. Yet they seem to be fakers in the social world, content to put up twitter and facebook logos on their sites but not ‘walking the walk’.

I considered buying from them again. The quality was great but I just couldn’t bring myself to do it. I simply didn’t want to support a company who didn’t appreciate me as a customer. So I returned to Google.

This time I found another company with a similar selection but a little less shiny! Less marketing and more tea. A site that was a bit clunkier, and packaging that appeared a bit dull, but they had what I wanted, so I dove in and bought a few sample packs. After selecting various kinds to see what they were like, I hit send.

And then … turn up the happy music. After only a few hours I received an email … from the owner no less. An email that said:

“Thank you for your order, it appears you have a great selection of samples. I’m going to throw in a few of my own favorites, let me know what you think!”

Yeah! I was acknowledged.

Today I received my new teas. I haven’t tasted them yet, but I have 10 new teas to try and a person who is listening to what I think. I’m pretty sure I’ll find a few that I like and I am 99% sure that I will be ordering again. They are also going to be talked about on my twitter stream, facebook page and probably over at LiquidAgnostic.com. At the very least, they are going to sell a pack of tea every month or so to me, and probably to a few of my friends & followers. The cost: 1 email.

If that’s not a killer ROI, I don’t know what is.

I’m off to boil some water.

Photo credit: Ryan Opaz

The tea company who’s tea I am now sipping

Engage or Get Out – Don’t waste your time with Social Media

February 14, 2012 in Consumer marketing with 5 Comments

So you have a Facebook page? Great! And a twitter account? Bravo! Even posted a couple of photos, maybe uploaded a video? Good for you. What?? You say you even have a blog? You’ve posted an article or two and have comments enabled? Wow, great job! You’re on your way. Now just stick in there for a few more months, or even years, and you’ll be headed in the right direction!

Today, as I wander around the internet, I see more and more blue and white icons showing up on winery websites as I poke about online. Little reminders that businesses are getting online and “engaging” the consumer. Yet today I want to call Bulls***!

Social media is “social”

Seriously, you do not get points for putting an icon on your website. You do not get credit for being ‘engaged’ because you have a Facebook page. Most of all, you do not get benefits from just pretending to play the game. Social media is about being a social being. I know it’s hard to believe but it is. It’s not just a marketing tool, it’s a way of living. It’s a change in how you think about your consumer. It’s a conversation that actually takes place online, with real people. It’s a conversation that also tends to jump offline into the real world from time to time.

If you want to use Twitter/Facebook, or even start a blog, be ready to change what you’re doing. Don’t come to me and ask “How do we keep doing what we’re doing but at the same time appear more social” because the answer is YOU CAN’T!

If you really want to use Twitter to build your brand, start asking people questions, start engaging your followers, start playing the game. Don’t bother putting up a twitter logo unless you’re going to answer anyone who sends you a tweet! It’s not worth your time, and in the end it will just make you look bad.

If you can’t respond to people who ask you questions on Twitter, or engage in conversations in your blog’s comments, the humans that use these tools will notice, and then they will ignore you. If you don’t want to engage, stick to traditional marketing. It still works, and it can work well. Stick to that, and stay there till you are ready to commit, or ready to hire someone to do it on your behalf.

Just remember that while you can still get away without the “social web” today, those days are numbered, plus the cost of catching up to others later on is getting higher. Social media engagement is at its core an investment of sweat equity. There are no silver bullets. The sooner you start, the easier it will be. The longer you wait, the sillier you’re going to look.

Get going! Follow me: @ryanopaz – And if you don’t know how to, well then you have a lot to learn.

Ryan

Image via: Daddy Design

In 2012 please bring the 99% something different

January 11, 2012 in blogs, Consumer marketing with 5 Comments

There have been a few “New Years” posts that have tried to peer into wine tinted crystal balls and extract ideas of what the new year will bring us. When I say us, I’m referring to the wine world and its future trends, sales and “movements”. Will Bio-D continue to be a force? Will China finally begin buying other wines and not just help to drive the price of Clarets through the roof? Will the “up and comers” up and come?

I don’t think I need to join in. David Lowe, did one of the better wrap ups when he asked top movers and shakers what they thought. I heartily recommend clicking over to read the lengthy article.

Therefore, I just want to make one request of wine writers, wine pundits, wine authors and the rest. It’s two pronged the request, and does have some caveats, but I think it’s worth mentioning. Let me know what you think.

The request I have is quite simple: Please take yourself LESS seriously. Wine is a liquid with flavor. It’s not going to bring the end of the world, nor cause mass panic when priced incorrectly or when the author happens to share a lunch with the person who made it. I know this is hard to believe, but wine is supposed to be fun. Turns out the consumer, or the 99% of consumers who do not spend more than a 20 on a bottle of wine, don’t give a damn about wine beyond making sure it helps to lubricate the social situation they are currently in. It’s my wish that this idea, of wine being fun, can seep into wine communications in 2012.

That said, I realize there are a few of you out there who need to cater to the 1% of people who do care if the the total volatile acidity is greater than or less than the average wine drinkers attention span, or whether the choice of egg shaped fermentation vessels really has added a .00003% decrease in tannin harshness. I’m willing to bet that about 5 of you could manage to maintain this vital content. To you 5, please keep it up! You’re doing great.

To the rest of you wine writers who were not included in the elite group of 5 I mention about, there are still lot’s of options. I’ll assume the rest of you are the ones complaining about the loss of column space about wine in the local papers, the downfall of a privlededged lifestyle which demands that one must enjoy long lunches and late night punditry over wines that they can’t afford unless offered to them, in a purely objective context, by the winemakers themselves. I can’t say I blame you, but as they say, “you gotta get paid”.

To do so I reply: move on to new pastures, or get creative.

Give me, no give us, the 99% of wine drinkers, something to bite off and chew on, full of new flavors and ideas. Give us context. Give us stories. But above all, give me something we haven’t seen before. No more fruit flavored adjectives ladled over healthy helpings of regurgitated geek speak. It’s giving us indigestion, and for the most part, constitutes a lack of creativity and independent thought.

Don’t start another blog this year, with your thoughts on what the wine you bought at the local corner shop tastes like. Do something different. Think outside the box. Or maybe get into boxed wines. Wine fashion, what dress pairs with Cabernet? Wine architecture. While a waste of money IMHO, there are plenty of killer buildings whose stories have not been told within this world of wine. How about beach wines? I always wondered what wine pairs best with the light saltiness that clings to my lips as I climb from the Mediterranean on a July afternoon. Explore the world with a new perspective, one that acknowledges wine as beverage and not as a sacred cow.

I know this request will be laughed at by some of the “serious wine writers” who will claim that they are doing “serious business” here. And while I my disagree, I’m willing to play along. Let’s look at one of the big news stories from last year: Bordeaux and its ability to price itself out of the market.

My take on this is simple. I heard far more whining about Bordeaux losing their minds and the harm that the pricing will do to the Bordeaux market than I heard about people offering alternatives. From my perspective, Bordeaux is selling fine. It’s value is over inflated due to the string of “once in a century” vintages, but really, who is maintaining this market? The journalists themselves? Most likely. Every year, they are invited and coddled at tastings during En Primeur, journalists accept their invitation, “forcing” them to cover a historic wine region. Thus giving much of their time to a region that does not really need the help.

I say let Bordeaux go this year. I like Bordeaux, but give them a reason to work for their reputation. Take a risk, stick your neck on the line and help build a region that is not stuck in history, where the marketing of its wines are not linked to 100+ year old competitions. If you want to do the “serious business” of wine writing right, cover the news that as of late Bordeaux is more of an idea than a wine.

Do we really need more long lists of tasting notes from Bordeaux? Burgundy? Napa? Others? Do we really need more speculating about what the old guard is doing today?

The 99% says no.

If a smart and influential wine writer wanted to do some good for the average wine drinker, they would spend more time putting pressure on the local retailers to up their game; to make the supermarkets take responsibility for their appalling selections and pricing; to help the growers demand fairer prices in the market; to help educate consumers to upgrade their purchase and thus kill the evil 3 for 10 virus that seems to spread like a cancer. Why not give us a week of consumer focused writing and punditry, rather than complain about lazy wine regions that coddle the wine press.

2012 is going to be amazing. I know it. A blank slate waiting to be filled with stories and travels. I just ask all of you “communicators” to reach out this year and try something different. Just because you always have doesn’t mean you always have to. There is plenty of opportunities in the world today to make a buck or two writing about the things you love, you just need to make sure you put a new twist on it.

Cheers,

Ryan