The  rise  of cult wine (prices) <ul><li>1976 - The Judgment of Paris </li></ul><ul><ul><li>Top CA wine = top French wine ...
Cult Wine Conceptualization <ul><li>Wine Industry </li></ul><ul><li>Celebrity Winemaker </li></ul><ul><li>Special Vineyard...
 
Marketing Conceptualization of Cults <ul><li>Cults (Rushkoff 1999) </li></ul><ul><li>Brand cults (Belk and Tumbat 2005) </...
Rushkoff’s 20 Characteristics of Cults <ul><li>The Goal </li></ul><ul><li>A Charismatic Leader </li></ul><ul><li>Sacred Do...
Which Apply to “Cult” Wine? <ul><li>The Goal </li></ul><ul><li>A Charismatic Leader </li></ul><ul><li>Sacred Doctrine </li...
Research Methods <ul><li>1) Exploratory Interviews </li></ul><ul><li>53 filmed interviews of wine customers and winery/res...
1) Exploratory Interviews <ul><li>General  </li></ul><ul><li>(How often do you drink wine?) </li></ul><ul><li> </li></ul>...
2) Cult Characteristics Interviews <ul><li>20 questions, one for each cult characteristic. </li></ul><ul><li>Examples: </l...
Which Apply to “Cult” Wine? <ul><li>The Goal </li></ul><ul><li>A Charismatic Leader </li></ul><ul><li>Sacred Doctrine </li...
Cult Wine in 2009 <ul><li>Crushpad: </li></ul><ul><li>$14,900/barrel </li></ul><ul><li>Extra rigorous fruit sorting to rem...
Thank You <ul><li>“ Cult” Wine? </li></ul><ul><li>Dr. David Horowitz </li></ul><ul><li>Sonoma State University </li></ul><...
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Horowitz cult wine

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Cult Wine Research by Dr. Horowitz Sonoma State University Wine Business Institute

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Horowitz cult wine

  1. 3. The rise of cult wine (prices) <ul><li>1976 - The Judgment of Paris </li></ul><ul><ul><li>Top CA wine = top French wine </li></ul></ul><ul><li>CA/French joint ventures </li></ul><ul><ul><li>Opus One = Chateaux Mouton Rothschild </li></ul></ul><ul><li>Robert Parker and the 100 point scale </li></ul><ul><ul><li>95 point Russian River Pinot Noir = 95 point red Burgundy </li></ul></ul><ul><li>Celebrity/consulting winemaker </li></ul><ul><ul><li>Michelle Rolland wine in CA = Michelle Rolland wine in France </li></ul></ul><ul><li>Charity wine auctions </li></ul><ul><ul><li>Napa Valley Wine Auction prices = Hospice de Beaune prices </li></ul></ul>
  2. 4. Cult Wine Conceptualization <ul><li>Wine Industry </li></ul><ul><li>Celebrity Winemaker </li></ul><ul><li>Special Vineyard </li></ul><ul><li>Small Production </li></ul><ul><li>95+ Rating </li></ul><ul><li>Economics </li></ul><ul><li>Veblen Good </li></ul><ul><ul><li>Price Demand </li></ul></ul><ul><ul><li>Exclusivity </li></ul></ul><ul><ul><li>Snob Effect </li></ul></ul>“ A working definition of cult wines can be elusive.” James Laube, 2000 (April 30 th ), The Wine Spectator .
  3. 6. Marketing Conceptualization of Cults <ul><li>Cults (Rushkoff 1999) </li></ul><ul><li>Brand cults (Belk and Tumbat 2005) </li></ul><ul><li>Brand culture (Thompson 2004) </li></ul><ul><li>Cultural branding (Holt 2004) </li></ul><ul><li>Brand communities (McAlexander, Schouten, and Koenig 2002) </li></ul><ul><li>Tribal marketing (Kozinets 1999 </li></ul><ul><li>Sacred consumption (Belk, Wallendorf, and Sherry 1989) </li></ul>
  4. 7. Rushkoff’s 20 Characteristics of Cults <ul><li>The Goal </li></ul><ul><li>A Charismatic Leader </li></ul><ul><li>Sacred Doctrine </li></ul><ul><li>Divine Coincidence </li></ul><ul><li>Positive Results Through Commitment </li></ul><ul><li>Extraordinary Measures </li></ul><ul><li>Member Complicity </li></ul><ul><li>A Cycle of Breaking “Self” </li></ul><ul><li>Confusion and Transference </li></ul><ul><li>Prescriptive Behavior </li></ul><ul><li>The Goal of Inclusion </li></ul><ul><li>Never Expose Uncertainty to Those Lower in the Pyramid </li></ul><ul><li>Never Expose Uncertainty to Those Higher in the Pyramid </li></ul><ul><li>The Cult Precludes All Other Commitments </li></ul><ul><li>Never Refuse a Request </li></ul><ul><li>All Requests Can Be Challenged </li></ul><ul><li>Never Take Action in the Cult Leader’s Name </li></ul><ul><li>Act Automatically </li></ul><ul><li>Witness and Accept the Leader’s Faults </li></ul><ul><li>The Cult Leader is Perfection </li></ul>
  5. 8. Which Apply to “Cult” Wine? <ul><li>The Goal </li></ul><ul><li>A Charismatic Leader </li></ul><ul><li>Sacred Doctrine </li></ul><ul><li>Divine Coincidence </li></ul><ul><li>Positive Results Through Commitment </li></ul><ul><li>Extraordinary Measures </li></ul><ul><li>Member Complicity </li></ul><ul><li>A Cycle of Breaking “Self” </li></ul><ul><li>Confusion and Transference </li></ul><ul><li>Prescriptive Behavior </li></ul><ul><li>The Goal of Inclusion </li></ul><ul><li>Never Expose Uncertainty to Those Lower in the Pyramid </li></ul><ul><li>Never Expose Uncertainty to Those Higher in the Pyramid </li></ul><ul><li>The Cult Precludes All Other Commitments </li></ul><ul><li>Never Refuse a Request </li></ul><ul><li>All Requests Can Be Challenged </li></ul><ul><li>Never Take Action in the Cult Leader’s Name </li></ul><ul><li>Act Automatically </li></ul><ul><li>Witness and Accept the Leader’s Faults </li></ul><ul><li>The Cult Leader is Perfection </li></ul>? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
  6. 9. Research Methods <ul><li>1) Exploratory Interviews </li></ul><ul><li>53 filmed interviews of wine customers and winery/restaurant employees </li></ul><ul><li>Gain a better understanding of cult wine perceptions in Napa and Sonoma, CA </li></ul><ul><li>Adapt Rushkoff’s 20 characteristics of cults to cult wine </li></ul><ul><li>2) Cult Characteristics Interviews </li></ul><ul><li>10 filmed interviews with wine customers on a winery with a closed mailing list or wine industry employees knowledgeable about cult wine. </li></ul><ul><li>Is “cult” an appropriate term for “cult” wine? </li></ul>
  7. 10. 1) Exploratory Interviews <ul><li>General </li></ul><ul><li>(How often do you drink wine?) </li></ul><ul><li> </li></ul><ul><li>Specific </li></ul><ul><li>(What makes a cult wine different than a non-cult wine?) </li></ul>
  8. 11. 2) Cult Characteristics Interviews <ul><li>20 questions, one for each cult characteristic. </li></ul><ul><li>Examples: </li></ul><ul><ul><li>A charismatic leader: Are cult wine winemakers charismatic? Are cult wine winery owners charismatic? Do cult wine winemakers/owners follow a past philosophy, or do cult wine winemakers/owners follow a new philosophy? </li></ul></ul><ul><ul><li>Extraordinary Measures : After joining a cult wine mailing list, did you have to do anything extraordinary to get future wine shipments? Did you have to go through extraordinary measures, such as attend special events, travel, or pay even higher prices for more cult wine? (What about other cult wine customers?) </li></ul></ul><ul><ul><li>Prescriptive Behavior : Have you ever sought guidance from cult wine winemakers or winery owners on how to behave (what to eat, what to drink, etc.)? Have you been given instructions on how you should behave by cult wine winemakers or winery owners (what to eat, what to drink, etc.)? (What about other cult wine customers?) </li></ul></ul>
  9. 12. Which Apply to “Cult” Wine? <ul><li>The Goal </li></ul><ul><li>A Charismatic Leader </li></ul><ul><li>Sacred Doctrine </li></ul><ul><li>Divine Coincidence </li></ul><ul><li>Positive Results Through Commitment </li></ul><ul><li>Extraordinary Measures </li></ul><ul><li>Member Complicity </li></ul><ul><li>A Cycle of Breaking “Self” </li></ul><ul><li>Confusion and Transference </li></ul><ul><li>Prescriptive Behavior </li></ul><ul><li>The Goal of Inclusion </li></ul><ul><li>Never Expose Uncertainty to Those Lower in the Pyramid </li></ul><ul><li>Never Expose Uncertainty to Those Higher in the Pyramid </li></ul><ul><li>The Cult Precludes All Other Commitments </li></ul><ul><li>Never Refuse a Request </li></ul><ul><li>All Requests Can Be Challenged </li></ul><ul><li>Never Take Action in the Cult Leader’s Name </li></ul><ul><li>Act Automatically </li></ul><ul><li>Witness and Accept the Leader’s Faults </li></ul><ul><li>The Cult Leader is Perfection </li></ul>Y Y Y Y Y Y Y Y Y Y Y N N Y Y Y Y Y Y Y
  10. 13. Cult Wine in 2009 <ul><li>Crushpad: </li></ul><ul><li>$14,900/barrel </li></ul><ul><li>Extra rigorous fruit sorting to remove imperfect grapes </li></ul><ul><li>Extra saignee (bleeding of juice) to concentrate wine </li></ul><ul><li>Fermentation in new French oak puncheons </li></ul><ul><li>Optional extended maceration </li></ul><ul><li>Up to 150% new French oak, including barrel rotation and finishing barrels </li></ul><ul><li>Luxury-class packaging including heavy bottles, custom corks and gold foil labels </li></ul><ul><li>Gary Vaynerchuk: </li></ul><ul><li>$? speaking fee </li></ul><ul><li>WineLibraryTV.com video blog. </li></ul><ul><li>GaryVaynerhcuk.com blog </li></ul><ul><li>600,000+ twitter followers </li></ul><ul><li>29,000+ facebook fans </li></ul>http://www.crushpadwine.com/wine_making?page=mycultcab http://winecast.net/2008/03/25/wine-video-and-the-cult-of-gary/
  11. 14. Thank You <ul><li>“ Cult” Wine? </li></ul><ul><li>Dr. David Horowitz </li></ul><ul><li>Sonoma State University </li></ul><ul><li>DrHorowitz.biz </li></ul><ul><li>This study was funded by a Sonoma State University Wine Business Program Research Grant </li></ul>

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