Hugh on the Stormhoek experience
'A-list' blogger Hugh MacLeod has this to say about his experience with Stormhoek, the South African wine brand that has made innovative use of the hi-tech blogging community in promoting its wines. There are some good observations, including the following.
"Most wine is bought by ordinary folk. Most of them are women. Most choose the wine because they like the label. Most couldn't give a hoot about 'terroir' or country of origin. Most won't spend more than $10. And that, my friends, is the market I am in. Sure, the male-dominated, over-fifty-dollar 'snob' market might be a good wee business to be in for some folk, but be warned: it's a surprisingly tiny niche."
Labels: blogging, south africa
posted by Jamie @ 2:39 PM
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4 Comments:
Um... no kidding. If this is a revelation to Hugh or took him any significant fraction of the 2 years he's been working with Stormhoek.. well I don't really know what to say.
This is possibly the most basic surface truth of the wine business. Most wine people, even those who run shops that stock mostly $20 and up hand selected wine would tell you this.
thanks for the comment, Rick - yes, when you put it that way, it does seem quite obvious.
I think he knows it's that obvious... he's just wondering why, if everyone knows it's that obvious, they don't do anything about it... we all talk about it... but we don't do enough to engage the consumer... the potential is huge ..
"This is possibly the most basic surface truth of the wine business. Most wine people, even those who run shops that stock mostly $20 and up hand selected wine would tell you this."
Fair enough, Rick. The trouble is, most people in the trade don't market their wine like it was as obvious as you say. Pourquoi?
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