If I may step down from my soapbox for a moment (I can hear your sighs of relief), I came across an interesting marketing concept only very recently.
[I tried to post about this yesterday, but their site was down, a technological hiccup that happens even to the largest companies as well as us little bloggers]
How to get younger people to learn about wine? One way is to combine it with theatre and comedy. I wish I had been able to do this when I was first learning about wine.
Hardy’s (they of the mega-corporation) have launched a campaign called One Love Since 1853. Part of the campaign is a series of events around the UK being run by Chris Scott of ThirtyFifty (an innovative wine retailer/educator in his own right) which they are calling “sip-along theatrical productions”.
The brief says:
Hardys, known for its straight talking, no nonsense approach to wine, has teamed up with ThirtyFifty to devise a world first in ‘educational entertainment’ – a series of interactive comedy shows to teach people everything they need to know about wine in just 30 minutes!
One of the jokes is that it takes 2 hours (according to the site) to learn “everything they need to know .. in 30 minutes”, so I hope the other hour and a half is spent putting that knowledge into practice!
It is too late in the day to join in as the audience had to request tickets in advance, but one show is happening tonight (19 June 2008) in Manchester and there is a final event in Bristol (26th of June).
There could be tickets left, you never know, so head over to their sites and find out, or if you did attend one of the shows, please let us know how it was and what you learned.
[Update: Click here to read Eating Leeds’ review of this event]