What I’m about to blog is a wine industry best kept secret among ourselves.
Since most of the people who read this blog are in the business, it’s worth sharing with what seems to have just hit the heights of all heights of all irony cleverly disguised as cross-marketing.
It’s almost comical, really. Jerry Seinfeld would have a ball with this one.
When I first started working in the wine business and was sent off to the marketing department, it only took me about two months to figure out that if we gave wine to every non-profit requesting it, we’d give the winery away in short order. Wineries are HAPPY to help non-profits, so please don’t take this as a criticism.
It’s the cross-merchandizing that continues to boggle my senses everyday. There’s no other industry that gets so hit up with so many requests, I dare to say (and think). When was the last time you called a peanut butter company and asked for a donation? (Point easily made, I’m thinking.)
Back to the irony:
So, a recent request just put me over the top. A very, very, very expensive promotion to sell an item worth millions, and millions, and millions of dollars just asked for free wine for this event.
Let’s see, my time, flight, hotel, food, taxis, and incidentals to pour free wine.
My question is…. Can’t these guys afford to buy the $1,000 worth of wine that will be served? It’s not like this is for a non-profit. For me, it’s gone right into the “We just figure you guys have got so much wine, and you must be a billionaire because you’re a farmer who grows grapes, that we know you’ll just love this one!”
It’s ironic… And, it just blows my mind…
What do you think. Isn’t this just a bit over the top? Or, have I missed a really important point. Are we just entering a new era of sophisticated marketing where all bets are off?
Just food for thought, but I’d love to hear if I’m the only one who thinks that this isn’t in balance.
Please help me out, because I don’t know which way I came in on this one?