Tom Wark’s Fermentation blog recently suggested that the wine industry increase its appeal by doing national advertising with a pitchman like well-regarded actor George Clooney. The key elements of Wark’s proposed strategy are,
1. Every sector of the wine industry would need to pitch in (wineries, retailers, importers, wholesalers)
2. No region and no variety and no country should be highlighted
3. The TV creative must translate seamlessly into a print and on-line campaign.
The first two parts of that would seem to be potential blockers – getting everyone in the diverse wine industry to sign on would be a real challenge.
This provocative post got me thinking, though – would it be possible to launch a similar, smaller scale campaign to boost acceptance of box wines? Continue reading