8:16 PM

Monday - Blueberry Wine

A Featured Blueberry Wine Article

Direct Mail Marketing and Wine Labels - What's Your Big Idea?

Not long ago, I read that well-known California winemaker Rodney Strong had passed away. While recounting his professional career, the article cited Strong's innovative direct mail marketing tactics.

An excerpt:

"Strong developed a marketing strategy that involved direct mail in which he offered to sell wine with a buyer's individual information on the label - 'From the wine cellar of so-and-so,' or 'A gift from such-and-such corporation'."  

The program continues to this day, as living testament to its effectiveness.

That story got me thinking about the way we market our products and services in relation to their uniqueness.

For instance:

Why do so many companies today waste time and money marketing average products and services to hard-to-impress consumers? Why don't more companies follow the Rodney Strong model (remarkable product / service idea first; marketing second)?

Marketing the Remarkable

Rodney Strong took something simple but interesting -- personalized wine labels -- and made it available to his audience. Why was it so popular? Because nobody else was doing it at the time. Rodney gambled on an idea, and it worked. He made something that was remarkable to his customers. Then, all he had left to do was tell them about it (in this case through direct mail), and they asked for it by the thousands!

Here's the idea again:

Come up with a remarkable product or service, and then start telling people about it. Word-of-mouth will take it from there.

How Do You Measure Up?

If you struggle when creating your direct mail message, it might indicate that your product or service could use a shot of "the old remarkable."

Or think of it this way...

If you stripped away all the marketing glitz and set your product on a shelf by itself (or described your service on a plain piece of paper) -- would it seem remarkable? Would it impress members of your target audience? Or, are you relying on your marketing to add the pizzazz?

Instead of struggling to promote something average, dig deep to find the above-average aspect of what you're selling. If there isn't such an aspect ... go back to the drawing board and make one.

* You may republish this article in its entirety as long as you include the byline and author's note. If publishing online, please leave the hyperlinks active.

About the Author

About the Author

Brandon Cornett is the editor of PostcardSmart.com, the Internet's largest website dedicated entirely to direct mail marketing with postcards. For more expert articles on postcard marketing, visit http://www.PostcardSmart.com. For daily direct mail tips, visit http://www.directmailtips.blogspot.com

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12:05 PM

04/21/08 - Burgandy Wine

A Burgandy Wine Artilce for Your Viewing

Screwcaps For Wine Is It Bye-Bye To The Romance?

Maybe youve noticed screwcaps on more of the higher priced wines lately. The trend is continuing to grow and so is the debate of whether a screwcap or cork is better for wine. The industry has basically "agreed to disagree" as to whether wine bottled with a screwcap or a cork tastes better, ages better and has less of a tendency to spoil.

As more wineries consider using screwcaps instead of the traditional cork, one has to wonder how the public at large will accept the change in tradition. When the occasional wine drinker sees a $20 bottle of wine with a screwcap, will he move to the next bottle on the shelf because he conjuring thoughts in his mind of his college years and Boones Farm Apple Wine?

Corks hold tradition and romance for a bottle of wine. It's hard to imagine dining at a fine eating establishment and ordering a bottle of wine without expecting the waiter pull out his corkscrew. Watching him carefully cut the foil, masterfully twist the screw into the cork, and giving it a pull with a final, ever so slight, pop, is part of what we pay for when we order a bottle of wine. It's shear romance; it's a moment we hold in our memory of a nice dining experience.

Why would a winery want to change an age-old tradition that holds so much charm? Well, apparently the occurrence of wines being spoiled because of the cork is a fairly large problem. One report from the International Wine Challenge, the world's largest wine competition, states that nearly one in 20 bottles, or 4.9% of the 11,033 bottles opened at that competition had spoiled or the flavor had been flattened because of the cork.

How is the cork responsible for the ruin of so much wine? Cork is a tree bark and when wine corks are manufactured, chlorine bleach is used for cleaning and brightening the color. When the bleach comes in contact with the natural molds that are present in the cork, a reaction occurs and a chemical called trichloroanisole (TCA) is produced. If this chemical comes in contact with the wine, it will cause it to taste like damp cardboard. When this happens the wine is then referred to as being "corked", and it is undrinkable.

Screwcaps have proven themselves to be a better alternative to cork. First developed in Australia, the brand name for screwcaps used for wine is Stelvin, so you will often hear them referred to as such. These caps are not the same as those used for food and drink; these caps are specially designed to protect fine wines from tainting for a period of time and to allow for aging. Basically the part of the cap that actually contacts the wine is made from a thin coating of Teflon film over pure tin, this gives the cap the capability to stay stable and flavor-neutral for a very long time.

There are some screwcap critics that say the Stelvin caps don't allow for proper "breathing" so the wine can age, however, this is a myth. If a cork is perfect and works the way it is supposed to work, it will not allow air into the bottle. Actually, oxygen is potentially harmful to the wine and very unnecessary for the aging process. To quote a leading Bordeaux authority Professor Pascal Ribreau-Gayon in the Handbook of Enology,

reactions that take place in bottled wine do not require oxygen.

And one more authority, Professor Emile Peynaud of Bordeaux says,

it is the opposite of oxidation, a process of reduction, or asphyxia by which wine develops in the bottle

So, as we watch a trend develop of vintners moving toward using screwcaps we, the wine-drinking public, are just going to have to come to terms with the fact that screwcaps have proven themselves. Because of the Stelvin, we consumers will be able to enjoy better preserved and better tasting wine in the years to come. Actually, instead of thinking about moving to the next bottle on the shelf because of the screwcap, we should be seeking out the wine that delights your palate regardless of whether it uses a screwcap or not.

David-The Wine Gift Guy loves to drink wine. He also likes to write about the wine he drinks and everything he learns along the way. Read about his experiences, reviews, and recommendations at his website, http://www.TheWineGiftGuy.com . Comments at the site are encouraged, stop by & help David build a great big, snob-free, wine-loving community.

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9:49 AM

04/21/08 - Wine Aficionado

Another Great Wine Aficionado Article

Wine Openers- 6 Styles Reviewed

Waiter Corkscrew

This is probably the most ubiquitous wine opener in the world, and the ultimate in simplicity. This tool features a design that allows the entire tool to fit in your pocket, and as such has become the overwhelming favorite of wait staff and picnic goers. There are three essential parts that all fold out from the body of the tool: the corkscrew itself, a lever that acts as a fulcrum on the top of the bottle, and a small foilcutter to cut the foil from the top of the bottle. No wine cellar would be equipped without one at a minimum for backup. To use the opener simply remove the foil from the neck with the knife, twist the corkscrew fully into the cork, and then place the lever on the top of the bottle and pull the cork up and out. Some devices feature two shoulders on the lever in order to maximize leverage, in this case use the one halfway down the lever first, finally use the top shoulder to get the cork the rest of the way out.

Wing style

Here is another very popular type of wine opener. Using the mechanical advantage of a lever and gear, this device makes uncorking a bottle easier than a typical cork puller. While the price is a little higher than the waiter style, it is a great choice for the home user or anyone that does not wish to wrestle with a wine bottle. Simply rest the bottom of the opener on the top of the bottle, screw the corkscrew into the cork, and then push the levers down and they will lift the cork out. This could be the second most important accessory for the wine lover, second only to the wine glasses. These models come in a wide selection of metals including nickel-plated steel, or plastic. It is highly recommended to buy only heavy-duty metal types as they are more solid and will last for years.

Lever Pull

This type was made famous by the brand named "The Rabbit", and it does make very quick work of opening wine bottles. Featuring a clamp you hold around the neck of the bottle with one hand, and a lever that plunges then pulls the corkscrew with the other. This gizmo efficiently removes a cork in just seconds. If you have a lot of wine to open, you will certainly find this toll useful. But be aware that this premium product comes at a premium price. A quality lever pull wine opener will cost up to $100 or above.

Twist Corkscrews

A two piece corkscrew with no levers, clamps, or hinges makes this one of the easiest and our favorite corkscrew for every day use. Use the device by first placing the bottom "seat" on top of the wine bottle. The corkscrew piece then slides into a guide hole in the top and is automatically centered on the cork. Begin twisting and the screw first drives into the cork, than it stops against the shoulder of the seat and as you continue twisting it lifts the cork clear. Broken corks are pratically impossible when using this style, as are cork pieces floating in the wine when completed. And at prices less than $50.00, this is in the top 10 accessories for any wine buff.

Uncorking Machines

If you have an entire room reserved just for your wine collection, than you are likely ready for an uncorking machine. With the simple pull of a lever in one direction, you will be able to twist the corkscrew in, and then pull it out of the bottle. Reverse direction and the cork will spit out and you are ready to do it again. The entire process takes less than 10 seconds. The design of these machines makes opening wine not only efficient, but also impressive. But be sure these machines are not cheap in the least; expect to pay over $100 for the most basic model that clamps to a tabletop. And for advanced models you would expect to see on an Italian estate the price tag will exceed $500.00.

Pump Style

The last style opener we will mention is the pump style. These insert a long needle through the cork into the air space above the wine. Then using either a pump or a cylinder of compressed air, the cork is removed by building up pressure under the cork so it pops out, just like champagne. These tools are a little bit more gizmo than workhorse, but for the enthusiast who has it all, this might make a good gift just for the amazement factor when it is time to open the bottle.

About the Author

Michael Briggs is a wine enthusiast and a frequent contributor to Winery-Mall where you can learn all about wine enjoyment

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