Winemakers On Fire, Issue #57

Hello, fellow wine lovers!

What you're about to read isn't just a collection of musings or a simple string of thoughts. It's a manifesto—a bold call to action that challenges traditional perceptions of the wine world and maps out a path towards a more innovative, sustainable, and forward-thinking future.

These manifestos are more than just articles. They're a rallying cry for change, a vision that weaves together personal stories, industry insights, and a roadmap for a better tomorrow.

By tapping into the power of terroir and regenerative practices, we can unearth a brighter future for the wine world—a future where every glass is a taste of possibility, of resilience, and of a better world.

Uncork the future of wine: read my iconoclast manifesto and discover a new vintage perspective.

The Wine Points Rating System: Marketing Lifeline or Marketing Cop-Out?

The wine point rating system has been a contentious topic in the world of wine, with some arguing that it oversimplifies the complexity of wine and creates a perception of quality based on numerical scores. On the other hand, proponents of the system argue that it provides a useful tool for consumers to navigate the vast selection of wines available on the market.

For me, Seth Godin's observation about marketers resorting to price drops when they run out of ideas sheds light on the wine points rating system's potential role in winemaking. Some argue that winemakers rely heavily on the rating system because it provides instant validation and credibility, thus alleviating the need for substantial investment in marketing and brand building.

This dependence on ratings could be seen as a cop-out, an easy way to sell wine without innovating or taking risks. However, it could also be a lifeline for small winemakers who lack the resources for extensive marketing. In this sense, the points rating system functions as a de facto marketing tool, serving as a shortcut to consumer trust and appeal.

In essence, the issue isn't necessarily whether the wine points rating system is a good or bad thing; rather, it's about whether winemakers are relying too heavily on it at the expense of their creativity and marketing efforts.

Perhaps a fitting quote for this manifesto is one by English wine critic Hugh Johnson: "A wine should never be better than its maker. By that, I mean that a wine's price should not be inflated merely because it carries the name of a famous or fashionable winemaker."

Johnson's quote echoes the sentiment behind Godin's observation, underscoring the importance of substance over style, or in this case, creativity and innovation over the "branding" provided by point ratings. Both quotes emphasise that products, in this case wine, should be valued for their inherent qualities, not merely because of external marketing or branding factors.

The Importance of Branding

Branding has indeed become a critical component of modern business, and there's no denying that it can sway consumer behaviour. Branding creates a sense of familiarity, quality, and trust, which can influence purchase decisions. This is especially true in the wine world, where point ratings, marketing, and brand associations can all work together to create a perception of quality.

That said, the point is not that branding is unimportant, but rather that it should not be the sole determinant of a wine's value. A strong brand can certainly create an advantage, but it shouldn't be a substitute for quality wine or inventive winemaking. There needs to be a balance between branding and the actual product. As Seth Godin put it, “A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

So, while branding is certainly crucial, it should not eclipse the need for winemakers to focus on producing high-quality wines that can stand on their own merit, even without the crutch of external branding efforts.

For example, a 100-point wine would be considered a critical success and would likely attract attention and buyers based on its quality alone. However, as the saying goes, "If a tree falls in the forest and no one is around to hear it, does it make a sound?" Similarly, if a winemaker produces an amazing 100-point wine but nobody knows about it, how much value does that wine truly have?

This is where the importance of branding comes into play. A strong brand can contribute to a high-quality wine's success by increasing the likelihood that more people will learn about and enjoy it. While a 100-point rating can certainly create buzz and generate interest, it may not be enough to sustain a successful business over the long term.

The Opportunity

The ideal approach is to strive for both quality wine and effective branding. This combination of great wine and strong branding can create a powerful symbiotic relationship that elevates the success of both aspects of the business. A winemaker should aim to produce high-quality wines that are also well-marketed and branded, creating a holistic and lasting impression on consumers.

Achieving a balance between short-term gains and long-term success is critical for wine companies. A high-point rating is undoubtedly a significant milestone, but it should be seen as a stepping stone in the journey towards building a strong brand that lasts beyond the initial hype of the rating.

The long-term goal should be to build a brand that resonates with consumers and becomes synonymous with high-quality wine. This can be achieved by creating a distinct brand identity that communicates the winery's values, story, and commitment to excellence. Consistency and persistence in branding efforts will help cement the winery's reputation in the minds of consumers, ensuring that it remains top-of-mind even after the initial hype of a high rating has subsided.

So, while a high points rating can be an excellent boost for a winery's short-term success, it is vital to use this as an opportunity to invest in the long-term brand-building process, creating a legacy that will stand the test of time.

The world of wine is brimming with potential for those who seek it out. But finding opportunity is just the start; it’s forging genuine connections and sharing captivating stories that truly bring the wine world to life.

Partners who share your love of wine and understand the intricacies of your business can help you craft a brand that speaks to the hearts of wine lovers.

Wineries thrive when they collaborate, support each other, and celebrate the beauty and diversity of wine. By working together, we expand our collective palette, tantalise wine lovers with new experiences, and elevate the entire industry. When we rise, the world of wine rises with us.

In conclusion, while the wine point rating system can be a useful tool for consumers and wineries alike, it is essential to maintain a balanced perspective and not rely on it as the sole determinant of a wine's quality or success. Striving for excellence in winemaking while also building a strong and distinctive brand will ultimately lead to a more sustainable and fulfilling journey in the wine world.

The Wine Points Manifesto: A Call for Balance and Innovation

This manifesto examines the wine points rating system, questioning its role in the wine world and advocating for a balanced approach to winemaking, marketing, and branding. It calls for innovation and authenticity while recognising the complexities of the market.

Here are three key insights from the manifesto:

1. The wine points rating system as a double-edged sword: 

The manifesto highlights how the rating system can be both a lifeline and a potential cop-out for winemakers. While it provides a quick way to gain credibility, especially for smaller producers, overreliance on ratings may stifle creativity and innovation in winemaking and marketing.

2. Balancing quality and branding:

The manifesto emphasises the importance of producing high-quality wines while also developing strong branding. It argues that while a high point rating can create buzz, long-term success in the wine world requires building a brand that resonates with consumers beyond initial hype.

3. Collaboration and storytelling in the world of wine:

The manifesto calls for wineries to work together, support each other, and focus on sharing compelling stories. It suggests that, by forging genuine connections and collaborating, the wine world can elevate itself as a whole and create more engaging experiences for wine lovers.

As a passionate advocate for the wine industry, I present these manifestos to challenge traditional boundaries, uncover hidden stories, and define a new narrative for the wine world.

Join me on this journey as we uncork a brighter future, one that celebrates authenticity, creativity, and sustainable growth. Together, we will ignite a spark that will light the way for generations of winemakers to come.