When was the last time you saw a La Crescent or Chambourcin or Norton reviewed in one of those popular commercial wine magazines? The answer is simple: rarely.
We in the wine business use multiple channels of media to get our message out: brochures, paid advertisement through local media, free media (e.g., news and press releases); while some of have embraced new forms of communication (i.e., websites and social media) others nail a sign with directional arrow to the utility pole and use a faith-based approach to marketing.
No single approach to marketing is the be-all-to-end all approach to capturing customer attention; however, as I spend countless hours scanning the news and social media world for insights, I cannot help but notice one tremendous gap in a channel: wine bloggers for the nontraditional wine community.
If you spend any time at all on social media, the two most notable at this moment in time are Facebook and Twitter, it is very obvious the buzz is all about traditional V. vinifera wines and grapes. Wine blogger conferences are springing up to support the wine writing community, a community almost entirely ignoring wine made outside of California (i.e., the wines we make from the “other” grapes).
Wine bloggers and local writers are a small channel within our communications plan, part of our “potential” marketing mix, and I say potential because so few nontraditional wine bloggers exist. These writers could become the vocal advocates for the “other” grapes and nontraditional wines our industry desperately needs!
The spotlight, a searchlight, to identify and encourage wine writers and bloggers for the “other” grapes and wines are needed now. This effort necessitates a collaborative nudge from the winery owners to embrace and expand how we market our wines – using portions of the very successful west coast model of marketing – to send samples of wine to writers, advocates, promoters and bloggers for the “other” grapes and wine so they can write about our great wines!
Winedustry will strive to identify and highlight those wine writers and bloggers whose passion for our wines are strong, writing styles are persuasive, and readership is increasing.
Introducing Brian Kirby – The Other 46
Brian Kirby was born and raised in Virginia, a state rich in history, picturesque scenery and an emerging wine industry, his passion for local wine blossomed 8 years ago with a visit to Virginia’s wine country. Immersed in the hustle and bustle of Northern Virginia, he rarely had the opportunity to taste and experience the dynamic wines and wineries that have helped position Virginia on the global wine map due to his hectic IT job and commute into Washington. Tired of the traffic and yearning for a new challenge, he relocated to Orlando, Florida in 2002. It wasn’t until several years later, that he realized how much he missed Virginia and the local wine scene.
Fast forward to 2008, he founded TheOther46.com, a wine blog and website dedicated to all of the states outside of the likes of California, Oregon, Washington, and New York, producing world class wines. What first began as a personal journal to record his tasting notes and photography, has transformed into a forum where he hopes to entertain, educate, and help promote the wineries and people making a difference through each bottle of wine. A self-proclaimed locavore, he looks forward to the day when wine scores are a thing of the past and local wines receive their due praise.
You can find Brian Kirby’s writings and social media comments here:
http://www.theother46.com
http://www.facebook.com/TheOther46
http://twitter.com/TheOther46
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