Mar 5 2014
After six years of the Big Apple grind, my husband and I relocated to the ‘burbs of Richmond, Virginia. Working in beverage marketing, I am fully aware this is media no-man’s-land. For nearly a decade, I had been so busy catering to major market influencers that I rarely thought about the best way to engage the other half of the country (aka, the more than 115 million people living in suburbia today).
Luckily, smaller markets offer communication professionals great opportunity to score big and perhaps hit a homerun long enough to benefit activities in major markets and the overall marketing campaign at the same time.
Here are three marketing lessons I learned from suburban living:
Feb 26 2014
No, this isn’t an article announcing Clint Eastwood’s new whiskey (although how cool would that article title be!). I initially planned to discuss how celebrity-owned/endorsed liquors chew up the marketplace and make it hard for the little guys. But then I got to thinking, what’s the big deal? There are some celebrity booze brands that die a sad lonely death and others that prosper and get sold to even larger conglomerates (doesn’t it warm your heart when a millionaire becomes a multi-millionaire?). Instead, I reevaluated a few celebrity liquor brands and realized there was a little bit of everything – the good, the bad and the very ugly. Here is how I break it down…
On January 8, it was announced that Sean “P. Diddy” Combes would partner again with Diageo to bring to life DeLeón Tequila, a high end 100% blue weber agave Tequila that ranges in price from $120 to more than $1,000 per bottle (can anyone say 1%?). This is the second venture between Diageo and Combes after they launched Cîroc Vodka in 2007, which…
Feb 5 2014
As a wine person (blogger, drinker, publicist, etc.) I’ve grumbled many a grumble over the state of the wine media. For every Eric Asimov column that elicited an enthusiastic fist pump, there was a letter from an editor about the risks of purchasing futures that set my eyes rolling far back into the depths of my head. There just seemed to be a lot of the same-old-same-old. With so many exciting things happening in the wine world, I was getting bored.
With the start of 2014 comes change. Here are two things happening in wine media that make me happy:
1. Two new wine online magazines have made their debut:
Jan 29 2014
A few weeks ago, my colleague Pia Mara Finkell wrote about the top three wine trends she expected for 2014. Jumping on that bandwagon here are my predictions for the liquor trends we will see in 2014 to round out January, also known as the month of forecasts.
Gin is in – ‘Nuff said. Gin is one of the easier spirits to make, which means there will be more artisanal gin makers coming out of the woodwork. Plus, if you want to get technical, gin is also one of the “healthier” spirits out there (I use the term “healthy” VERY loosely hence the quotes, but it WAS used for medicinal purposes way back when). When you want a low-calorie drink, you’re best off with gin, seltzer and lime, which is also quite refreshing. But you name it, and the gin cocktail is usually the one with the lower calorie count. On top of that, gin drinks go really well with food!
Whiskies with flavors (for girls) – This is something that makes my husband cringe. If anyone messes with his whisky, they should go to H-E-double-hockey-sticks. But seriously, just…
Jan 15 2014
A few things happen chez moi every January. I throw away all leftover Christmas cookies, lock the cellar (this is short lived) and purge my house of all signs of anything delicious. Beyond that, the post-holiday haze also comes with some trends forecasting. Well, tick tock, it’s time for my super sweet, wine trends list for the year, inspired by some wine pals across cyberspace:
1. Bubbles Beyond Champagne
According to several top sources, Americans’ insatiable demand for bubbly will expand increasingly beyond Champagne into other sparkling production areas, such as France’s Loire Valley and Italy’s Conegliano-Valdobbiadene (think Prosecco). On Wine-Searcher, Tyler Colman quoted Patrice Cappiello, Wine Director of popular NYC restaurant, Pearl & Ash, predicting the rise of other kinds of bubbly given the rising popularity and sourcing difficulty of “grower Champagne.” W.R. Tish of Beverage Media also predicts a continued rise in demand of Prosecco, siting increased quality and consistency. For any other bubble lovers who went a little overboard on Cyber Monday this past year, this will come as…
Jan 8 2014
It’s a new year — the perfect time to create fresh, inspiring goals for your advertising campaign. If you are a seasoned advertiser, you know the challenges of making your brand stand out among a sea of wine bottle ads. Take a peek at any wine publication or website…it’s a sea of the same. Given we are all selling a similar product, what resolutions can we make in 2014 to freshen up our campaigns? Here are some thoughts to consider:
Do you really need a photo of the wine bottle in the ad? Is there a dominant color pallet or other kind of brand-centric, eye-catching imagery that can be used instead? Renderings or memorable people that capture the essence of your brand? As an average wine consumer (yup, that’s me), wine bottle images tend to blend together and lack that strong impact. Creating a visually stunning, yet distinctive ad campaign will capture the attention of readers.
2. Seek New Adventures
Sure, we know placement in print and online wine publications is a smart move. However, have you looked beyond the traditional…
Dec 18 2013
It’s that time of year when all you see are articles recapping the year of… whatever. Whether it’s top food crazes or who wore it best, this is no different. It was an exciting year for booze with crazy campaigns and new releases that made me go whaaaa!?!? So here’s a brief recap of what I found to stand out. Also, I included some fun GIFs to mix it up.
I felt like I returned to my youth (and by youth, I mean college) this year when I heard liquor brands had the bright idea to mix wine with vodka. Seriously, people, these “mixes” belong in the frat house (I have a great recipe called the Velvet Hammer with vodka, sparkling wine and Sprite – amazing). With the release of Smoke (moscato and vodka) and Absolut Tune (sauvignon blanc and vodka), these elixirs are reminiscent of coconut body oil.
Washington State Wine Commission won the megabucks by sending influential sommeliers and media 100 iPad minis, featuring their marketing video in fancy “Recommendeuer” boxes. Pretty swanky. Who said…
Dec 4 2013
It is December again and with yet another year coming to a close, I find myself in a reflecting and sentimental mood; maybe it’s the pregnancy hormones, or maybe it’s just the nostalgia evoked by the intoxicating blend of nutmeg aromas, Christmas music and embarrassing amounts of tinsel strewn around town.
No matter the reason, in looking back I realize I have read so much wonderful wine content this year, which, more and more, is coming from digital sources like blogs, e-zines and mobile apps. After attending this year’s European Wine Bloggers Conference, also known as the Digital Wine Communicators Conference (or as I like to call it, the Wine Nerd Bowl), I’ve been introduced to a new crop of international wine blogs and e-zines, which officially guarantees that my husband must share our precious, post-kiddo bedtime hours with my computer.
While I am a faithful reader to go-to wine writers, like Eric, Tyler, Joe, Tom and Jon, the following six blogs topped my list this year for awesome wine content. Why six? Because top ten lists always strike me as suspect…too…