In this case, there were 86% with an image of a bottle and 66% talked about some sort of geographical component. If you pay attention to wine advertising, you might guess that most looked the same. It examined 30 consecutive issues of the Wine Spectator between 20 (seven to five years ago!) and looked at 872 separate ad placements. Some of the reasons why wine communication sucks are crystal clear in this small survey conducted back in 2013. Wine communications does suck, mostly, and that is because ads do not amaze and I doubt they have an acceptable ROI against budgets spent. It immediately brought me back to that presentation and the research I had done for it. Then I read Richard SiddleвЂ™s post on The Buyer about how wine advertising should amaze AND sell wine. For those who know me, I donвЂ™t usually sugar coat my message, and I didnвЂ™t even to this exclusive audience.

My task was to talk about wine communications, and how our industry вЂњsucksвЂќ when communicating with consumers. To be more exact, IWCA members have a combined turnover of more than в‚¬850 million and sell over 10 million cases annually to over 4 million active customers. The audience was a room filled with top executives from all over the world who all have one thing in common: they all sell wine direct to consumers. Why Wine Communication Sucks? That was the title of the session I gave at the International Wine Clubs AssociationвЂ™s Workshop last year in Alba. When were you last swept away by a piece of wine advertising? Compared to other drinks categories we continue to push education and not emotion as our primary marketing tool.

Why wine sucks