Well, the big Wine Bloogers Conference is over and it looks like everyone is pretty well done congratulating each other and posting about how great their friends are. It seems to be a large mutual admiration society that gets together once a year - in the meantime, they read each other's blogs and comment. No one else would read that boring trivia.
The Rattlesnake Hills, Washington's neglected AVA, didn't get any coverage, although they visited DuBrul Vineyard which is in the AVA, but since Wine Yakima Valley was operating the tour, they didn't mention that the big wines coming from this vineyard are not representative of 'Yakima Valley' (read Prosser Flats or Sagebrush Ridge) wines. From wines labeled Yakima Valley, you should expect excellent crisp whites like Chardonnay, Riesling, and Pinot Gris as well as cool-climate Syrah and Pinot Noir. Expect vegetal character in Bordeaux reds. They picked DuBrul because it is in the Rattlesnake Hills AVA and produces great wines.
So, it was a non-event for Bonair Winery. I spent the weekend in the tasting room serving about 400 paying customers and selling few thousand dollars worth of wine. (15 cases of our Pinot Noir blend called Bung Dog Red which sells for $78 per case.)Beats the hell out of standing behind a table pouring free wine while talking to dumbasses who have never heard of you. Trust me, the Washington Wine Commission has determined long ago who is important and who is not. It is a waste of time and money for non 'in' wineries to attend any of these events be it the WBC or Taste Washington, or the Children's Auction.
Bloggers are so obscure and there are so many wines, it just isn't worth the effort. There is no chance of a payoff "The Bonair Sunset was an outstanding replacement for insipid white zin," The Booger for the Paducah Gazette. Wow, great, of course it will never be available in Paducah. Worse yet, someone could really sabotage you. "The Yakima Valley Cabernet tasted of green asparagus, under-ripe bell peppers with overtones of horse sweat," Yakity Yak self-appointed wine blogger.
The only way to get recognized is to sell wine under $10 and get shelf-space in QFC, Fred Meyer, and AG stores. Forget the "wine shops and upper-end restaurants." I don't think social media will ever have the sway print media used to have. Today's wine drinkers are smarter and know more about wine. They know if they pay over $20 they are not getting more value. Plus, there a so many wines nobody cares. Wineries need to get used to the fact that wine is a food product and winemakers are not rock stars. It is a business. How many canned bean bloggers are there? Bush's - yumm, my favorite!
Paul G. has an interesting forum going, but most of the responses are as boring as the blog writers own blogs. It's sort of a Point Counterpoint, but not as funny as SNL.
I think you have some good arguments here. Many (most) bloggers are (hopefully) not trying to be professional wine writers. Many just love wine, like to write, and would consider themselves "hobbyists".
ReplyDeleteWhile I think doing the research and not putting blatently false information out on one's blog is critical, any sort of conversation about Washington wine is good press, right? I agree the omission of a visit to the Rattlesnake Hills AVA was a shame, and I'd be naive to think that the vintners' organization who shelled out the dough got the publicity, but where I live (Atlanta), it's shocking to think that some people don't even realize that Washington makes wine (and good wine at that).
I hope my readers (most who comment are other bloggers, but there's a bit of a local following) have at least been exposed to the notion that the Evergreen State can easily match wits with California in quality wine production. Even if just a few seek out something other that Ch. Ste. Michelle/Columbia Crest/Hogue, isn't that a bit of a victory in the battle for awareness? That's marketing 101, and I totally agree that wine is a BUSINESS (something some folks seem to forget). I imagine the investment in bloggers is minimal as well, so hopefully the ROI is justified.
Anyway, I can certainly ramble. Just wanted to let you know that I think you make some good points, but I disagree that at least experimenting with some social marketing is a complete waste of time. I think it's overdone and misunderstood and misused in many cases, but- if like any marketing effort- using SM is calculated and measured, it can be beneficial, and the blogging community can be part of that success.
Cheers!
Joe Herrig
www.suburbanwino.com
I think you have some good arguments here. Many (most) bloggers are (hopefully) not trying to be professional wine writers. Many just love wine, like to write, and would consider themselves "hobbyists".
ReplyDeleteWhile I think doing the research and not putting blatently false information out on one's blog is critical, any sort of conversation about Washington wine is good press, right? I agree the omission of a visit to the Rattlesnake Hills AVA was a shame, and I'd be naive to think that the vintners' organization who shelled out the dough got the publicity, but where I live (Atlanta), it's shocking to think that some people don't even realize that Washington makes wine (and good wine at that).
I hope my readers (most who comment are other bloggers, but there's a bit of a local following) have at least been exposed to the notion that the Evergreen State can easily match wits with California in quality wine production. Even if just a few seek out something other that Ch. Ste. Michelle/Columbia Crest/Hogue, isn't that a bit of a victory in the battle for awareness? That's marketing 101, and I totally agree that wine is a BUSINESS (something some folks seem to forget). I imagine the investment in bloggers is minimal as well, so hopefully the ROI is justified.
Anyway, I can certainly ramble. Just wanted to let you know that I think you make some good points, but I disagree that at least experimenting with some social marketing is a complete waste of time. I think it's overdone and misunderstood and misused in many cases, but- if like any marketing effort- using SM is calculated and measured, it can be beneficial, and the blogging community can be part of that success.
Cheers!
Joe Herrig
www.suburbanwino.com
Thanks Joe, nice to see someone reads this - well, lots of people read this, they just don't comment. Google Analytics knows who you are.
ReplyDeleteYou are right about Wine Yakima Valley shelling out the dough. With over 50 members, they have some. The Rattlesnake Hills Wine Trail www.rattlesnakehills.com only has 17 and most of our bucks go to the directors salary. Come visit us some day. Quietly making fine wine for 25 years.
Thanks, Gail! Don't make too much noise...Napa used to be quaint and laid-back.
ReplyDeleteSad that we don't get much distribution in Atlanta (esp. for such a big market), but I understand that much is small production, and why sell at a wholesale price when one can sell at a retail price to visitors and club members, while not risking shipment damage, etc. (shame on us for recognizing this as a business, right?).
Would love to come by. Too much to see and too little time. But, have had family in Kennewick for 35 years, so I should probably pop by and say hey.
Joe