2. The Nomacorc
Exchange
Napa
November 2013

3. Innovate: screw with the
brains of
colleagues, competitors
& customers who’ve
gotten used to the way
things are.

4. Innovate: profitably screw
with the brains of
colleagues, competitors &
customers who’ve gotten
used to the way things are.

5. Who the hell’s
Robert Joseph?
And why should I
listen to him?

6. 1964-1975… Slaugham Manor Hotel,
Sussex, UK

7. How’s this for
15th century
branding?!
1975-1983 Burgundy, France

8. 1983-2005… Wine International
Magazine
International Wine Challenge

9. 1984-2006… Books...

10. 2005… Le Grand Noir

12. 2006… Meininger’s Wine Business
International

13. 2010… DoILikeIt? Research
and consumer insight

14. Research/consultancy client list:
Accolade
Concha y Toro
Direct Wines
Louis Jadot
McGuigan Wines
Origin Wines
Santa Margherita
Wine Australia

15. The McGuigan
project
Brief: to introduce
consumers to 50
McGuigan wines.
Give them
confidence to
experiment.
Build the McGuigan
Brand value by
linking to food

16. Share your
views on your
favourite
foods. And
maybe reveal
that you don’t
eat seafood.
Or cake.

17. Now share
your tastes in
wine. And
reveal your
dislike of oaky
whites. And
any kind of
red.

19. Here’s the book. With
your name on it.

20. John doesn’t like red wine – so he’s reassured to
get a white recommendation with his steak

21. 25k QR scans... 5,000
e-books downloaded.
Not bad. Could do
better…

25. And the winners
are..!

26. I’ve got listings…

35. Three minutes all about
ME! That’s what I love
about the wine industry!

36. A few thoughts about
ambience… And the
way we were.

37. The only track I really like
90 channels and
nothing worth
watching

39. And today…

46. The me-shaped
world

47. And
tomorrow?

49. It wasn’t me that
was speeding
officer – it was
the car!

51. How do consumers
learn about our brands
in 2013?

52. The wine communicators of the
late 20th Century

53. The way we were….
Pepe
Fluffy
Bob
Connie

54. Fluffy
Bob
Pepe
Barbie
Connie

56. Bill

57. Bill, the wine
man
Terry, the hi-fi
nerd
Doris, the
ski buff

58. Some people know how
to force you into their
ambience.

61. Oh, look! A
mirror for
our cat!
I’d rather be at
the dentist…

62. Companies will know us
better than we know
ourselves – and serve
our every need.

64. Before we know
we need it.

66. What happens
if/when this all
goes too far?

67. Why do we buy
wine, anyway?

69. Interested in wine
Wants to look good
Keep loved ones
happy
Avoid
problems
Need a drink!
(alcoholic)
Maslow’s (slightly) revised hierarchy of needs

70. Target

71. So, what is
wine in 2013?

72. Vintage Grape variety
Appellation
Soil
WIN
Critical
E Winemaker
recognition
Region
Traditional wine “qualities”/cues

73. Vintage
Grape variety
Appellation
GRAB
ABA
GRape BAsed
Beverage
Alcohol
WINE
Soil
Critical
recognition
Winemaker
Region
(Acronym by Centre for Registration of
Acronyms & Pseudonyms

74. GRABABA is B L B
Spanish Red
Pinot Grigio
Vintage
Yellow Tail Chardonnay
Grape variety
Appellation
Moscato
Merlot
White Zin
Cava
Cupcake
WINE
Soil
Critical
recognition
Winemaker
NZ Sauvignon
Region
Apothic
(Bought Like Beer)
(Unlike wine – which is bought like Craft Beer)

75. Some wines are just wine
Of many wines there is nothing to be said. They are just wine. It’s
foolish to say anything more about them, but still some people try.
Jamie Goode - Wine Manifesto 2013

77. Fruits (fruity wines)
Moscato
White Zin
Apothic

78. Newts (neutral wines)
Pinot Grigio
SA Chenin

79. Cutes
Cupcake
Little Black Dress
Skinny Girl

80. Spanish Red
Pinot Grigio
Vintage
Yellow Tail Chardonnay
Grape variety
Appellation
Moscato
Merlot
White Zin
Cava
Cupcake
WINE
Soil
Critical
recognition
Winemaker
NZ Sauvignon
Keep Light
Region

81. Spanish Red
Pinot Grigio
Vintage
Yellow Tail
Moscato
Appellation
Merlot
WINE
Soil
Critical
recognition
White Zin
Cupcake
Grape variety
Winemaker
NZ Sauvignon
Keep Light
Region
LILUG
LIquid
O
LUxury
GOod

82. Spanish Red
Pinot Grigio
Vintage
Yellow Tail
Moscato
Appellation
Merlot
Cupcake
WINE
Critical
recognition
White Zin
Lafite
Cristal
Napa Cab
Soil
Cristal
Korbel
Grape variety
Winemaker
NZ Sauvignon
Apothic
Region
Keep Light
Our notion of luxury may depend...
On culture, personality, situation, finances

83. Spanish Red
Pinot Grigio
Vintage
Yellow Tail
Appellation
Merlot
Moscato
WINE
Critical
recognition
White Zin
Cupcake
Lafite
Champagne
Napa Cab
Soil
Cristal
Korbel
Grape variety
Winemaker
NZ Sauvignon
Apothic
Region
Keep Light
LILUGO is also very often B L B
(How many people really care about Champagne vintages?)

85. GRABA
BA
50-75%
WINE LILUGO
15-30% 10-20%
These proportions will vary …
… from market to market, consumer to consumer…
… and occasion to occasion

86. Look at each of the wines on the shelf
Which category do you think it primarily
falls into: GRABABA, Wine or LILUGO?
And on which occasions?

87. Look at each of the wines on the shelf
Which category does the producer
think it primarily falls into:
GRABABA, Wine or LILUGO?
And on which occasions?

88. Look at each of the wines on the shelf
Which category does the
distributor/retailer think it primarily falls
into: GRABABA, Wine or LILUGO?
And on which occasions?

89. Look at each of the wines on the shelf
Which category does the consumer
think it primarily falls into:
GRABABA, Wine or LILUGO?
And on which occasions?

90. Is it
• packaged?
• priced?
• marketed
• distributed?
appropriately

93. The medium is
the message…
Who said that?
The medium is the message

95. Marshall McLuhan

96. I Love you and want
you…
I Love you and
want you...
I Love you and
want you…

99. For some reason, I’m
what you find when you
type “wine in Sweden”
into Google
64% of wine in Sweden is now in cardboard

100. For some reason, I’m
what you find when you
type “wine in Sweden”
into Google
64% of wine in Sweden is now in cardboard

101. I’m a “paper” bottle –
just to let you show off
your “green” credentials

112. If you can create
your own packaging,
why not…
Create your own ambience

113. Create your own
ambience..?
Create your own ambience

124. What if we could
change our
shape?

126. And profitably
extend our
brands?

150. And turn our
customers into brand
ambasadors?

154. Discussion
points

155. Ambience…

156. Creating your
own?…

157. What is wine?

158. Understanding
the consumer

159. What they want
from a wine on a
particular
occasion

160. Positioning
the product

161. Extending
the
product?

162. Making a
friend of the
the consumer

163. Thank you.
Please argue with me – and
question my thinking.
robertjoseph@unforgettable.com
@robertjoseph