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Robert Joseph: What is wine communication and who are the wine communicators in 2013?

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Wine book sales are falling; newspaper and magazine wine columns are shrinking or disappearing, and wine television programmes are an endangered species. Would-be wine communicators are turning to blogs and Youtube clips, but how many people are taking any notice of their efforts? Where are consumers getting their information – if they’re getting it at all? Are wine producers and retailers taking over the wine communication business? Or is it being taken over by “lifestyle” media? And how does the picture vary between Europe, the US and developing markets like China?

This presentation is owned and copywritten by Robert Joseph, 2013

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Robert Joseph: What is wine communication and who are the wine communicators in 2013?

  1. 1. • What is wine? • What is wine communication? • Who are the communicators?
  2. 2. What is wine?
  3. 3. Vintage Grape variety Appellation Soil WIN Critical E Winemaker recognition Region
  4. 4. Vintage Grape variety Appellation GRAB ABA Alcohol GRape BAsed Beverage WINE Soil Critical recognition Winemaker Region
  5. 5. 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
  6. 6. 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
  7. 7. Fruits Newts Cutes
  8. 8. Fruits (fruity wines) Moscato White Zin Apothic
  9. 9. Newts (neutral wines) Pinot Grigio SA Chenin
  10. 10. Cutes Cupcake Little Black Dress Skinny Girl
  11. 11. 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
  12. 12. 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
  13. 13. Spanish Red Pinot Grigio Vintage Yellow Tail Moscato Appellation Merlot WINE Critical recognition White Zin Cupcake Lafite Grange Napa Cab Soil Cristal Cloudy Bay Campo Winemaker Reserva Grape variety NZ Sauvignon Region Keep Light We all have different notions of luxury
  14. 14. What is wine communication?
  15. 15. • • • • • • • • • • • • • • • • Wine articles (magazines/books) Packaging (backlabels, QR etc) Blogs (independent/producers’/distributors’ PR & Advertising Websites Forums Teachers Public speakers TV/Radio (Terrestrial/Cable) Movies (including product placement) Youtube Facebook/Twitter/Google+ Wine Tourism Lifestyle journalism Celebrity W.O.M. Word of Mouth
  16. 16. The blogger…
  17. 17. The winemaker
  18. 18. The Critic
  19. 19. The Celebrity
  20. 20. Bill
  21. 21. The wine communicators of the late 20th Century
  22. 22. The way we were…. Pepe Fluffy Bob Connie
  23. 23. Fluffy Bob Pepe Barbie Connie
  24. 24. Bill
  25. 25. Bill, the wine man Terry, the hi-fi nerd Doris, the ski buff
  26. 26. How many of you are wine communicators?
  27. 27. How many of you have tasted any or all of these wines? (or would like to?)
  28. 28. Basque Xarmant Txakoli Turkish Pamukkale Trio Plozner Malpelo “orange” wine
  29. 29. How about these?)

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