Food & Wine,Petite Sirah,Wine,Winemaker,Winery

Sometimes, Being Obvious With Marketing Is Just the Best Way to Go ~ Cheeseburger Red

When I decided that I wanted a wine blog, I thought about what the name was going to be. It just seemed that calling it what it was would be the most simple and direct way to go… “Wine Blog”

I had bought a piece of sculpture years before, and I knew that I was all set with a logo.

So, I searched on the Internet, and found that no one else had the name “Wine Blog,” yet. “Good,” I thought.

Next, I searched for URLs:

  • www.wineblog.com – Gone, although it’s not an active site. Someone bought the name for under $10, and would now love to sell it for at least $1,000, if not more. (Business is just business, right, and what’s it worth to you?)
  • www.wineblog.org – Also gone…. Same scenario as above.
  • www.wine-blog.com – It was available. Yes!

BUT…. I blinked. I didn’t buy it that night. I waited until the next morning; and by then, it was gone.

Not to be stopped, I searched on www.wine-blog.org, and that was available. Yes! The name was available, and I bought it. We (Jose and I) went under construction; he doing the programming and site building, and I provided a look and the content.

Being that obvious has paid off… Google search “wine blog” or “wine blogs,” and my blog is on the first page, sometimes in the first position. Google now has 44,700,000 search results for “wine blog.” Not bad… Some would (and have) told me that doesn’t mean I’m a Number One blog… that it’s about content, not style and marketing savvy, and I agree. Still six years later, I’ve proven that I can be both, because I’ve stayed the course. I know that I have been given the act of writing as a gift in this lifetime; and, I know that marketing comes naturally to me, so there I am… the Wine Blog.

Fast forward to today, here’s a “Juicy Tale” for you…

I got a great Email about “Cheeseburger Red,” a juicy name for a wine.. This is a marketing genius move, as I see it. Having cheeseburgers? What could be better defined. Many bottles are going to be sold simply on the name alone, because:

  • It’s catchy and fun with a great big burger on the label.
  • It’s as American as it could possibly be.
  • It’s a fun bottle concept to have at gatherings.
  • It will get people talking.
  • There will be those who will also buy it, because they had a great experience with the wine and the people associated with that day of fun and sharing.

Cellared and bottled by Rootstock Cellars in Santa Barbara County, it’s a family’s “Salute to all-American fare: Cheeseburger Red”

Their Website states it perfectly:

Almost four decades ago, our family entered the wine and importing business. Subsequent generations have followed suit. With experience in winemaking, sales, distribution, and everything in between, we are Rootstock Cellars.

We’re real people who drink wine – just regular folks. These are wines for the times.

Laura Mohseni of Rootstock Cellars. “We’ve always seen wine as something more than a beverage — wine as a food that’s a part of the meal. We wanted to create an easy drinking wine for a family to enjoy around the table.”

Together with her father Tim Booras, of Freedom Beverage in Greensboro, North Carolina, and her winemaker husband, Laura has helped create an approachable, simple red wine that’s just as at home with a hearty cheeseburger as it is on the table with a four-course meal.

A blend of 28 percent Petite Sirah (great choice for burgers), 44 percent Barbera, and 28 percent Syrah, Cheeseburger Red is a bright, acidic, and fruity red that “balances out the smoky flavor of grilled food, and yet retains a smooth velvety texture. Its acidity is able to cut through the rich, fatty elements of a mouthful of cheeseburger, or any similarly savory morsel,” according to Laura…

So, I took it for a spin and tasted the wine with my own cheeseburger concoction; and, sure enough, they’ve got a winner. It’s a light red wine, nothing complex, just pleasant and fun.

Laura’s family built a tradition around “Cheeseburger Sunday,” featuring their own signature juicy burger. “Cooked over a white oak fire, the burgers are treated to a thick slab of cheddar cheese melted on top and then sandwiched with a toasted English muffin.”

Although it’s the first offering from a new wine label, Cheeseburger Red has already experienced tremendous success, having sold a pallet of wine (56 cases) in the first month with no marketing efforts, and doubling those sales the next month. It also helps that dad works for Freedom Beverage. (We’ve got a client who also works for a wholesaler and has his own brands. It is they, those already in the business, who know how to move product very successfully.)

At a suggested price of only $12.99, Cheeseburger Red joins the largest growing segment in current wine sales. It’s also hitting the market “as the trend toward high-end burger joints and food trucks have peaked, making quality food more accessible than ever, while calling out for proper beverage pairings,” Laura adds. “People who buy wine for their table might purchase Cheeseburger Red because they think it’s funny, but it’s also something simple that goes with a cheeseburger. It’s easy and fun, and not too much to think about.”

I agree, and am happy to launch this brand into the publicity pool!

The next time I’m in North Carolina, and I do have family there, I’m going to Greensboro to get one of these burgers prepared for me, and I know what wine we’re going to be sharing! Have fun, Rootstock Cellars… You’re rocking good!




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9 Responses to “Sometimes, Being Obvious With Marketing Is Just the Best Way to Go ~ Cheeseburger Red”

  1. I read through your article with much interest and thought. I am impressed with your writing style and presentation of viewpoints. Thanks for sharing it.

  2. Don Phelps says:

    Nice to read about someone that seems to mirror our thoughts on wine – it should not be placed on a pedestal and revered but put in a glass and enjoyed with family and friends. We have often wondered why winery owners in the US feel they have to name their winery something from French, Italian or Spanish. It is best to be proud of what you produce and who you are.

  3. Jo Diaz says:

    Nice to see you here, too, Don.

    You’ve done the same thing with your winery… Hard Row to Hoe Vineyards. I’ve often seen the name of your winery on Facebook, since we’re Facebook friends, and thought the same thing about what you’ve named your winery. Back in the days of our real ancients… not our French or Italian forefathers, but our Middle Eastern ones (bet that thought will scare a few people, LOL) drinking wine kept our forefathers from contracting waterborne diseases. It was that simple and just an important staple. I’m willing to bet that the day it became only for the rich and powerful, that was the day that had something to do with greed (and I’m better than you), and then it became only for the “gods.” (Can’t you just see this scenario evolving?)

    Wine is pretty simple in what it is… although, I’ve stated elsewhere on my blog, it’s not as easy to make as even I thought (and failed with my first attempt) it would be. But, it is what it is, I appreciate all that it is and who crafts it; but, there should be no snob factor in it. Relax, have a glass, toast our winemakers, and get on with our lives… telling it like it is… A Hard Row to Hoe. ~ Brilliant.

  4. Jo, do you remember the Lytton Springs effort with their young DCV Zin vines back in the early 80’s … Hamburger Red — past is prologue … Cork

  5. Joel Quigley says:

    Jo, timely blog. We’ve partnered with winemaker Patrick Krutz of Krutz Family Cellars to create House Band Wines (http://www.housebandwines.com/). Patrick was asked by a friend and the owner a string of music venues to create a brand that would raise the quality of their “house” wines and actually be relevant to the music scene. The word play is both relevant and simple and is really connecting in the early stages of our launch. We’ve leveraged our deep relationships with the music biz and built a website that leads with rich content to promote emerging artists and venue partners.

    In a time when it’s nearly impossible to get picked up by distributors, we’ve been on a roll signing state after state. Mainly, the concept and market channels are simple and easy to grasp for the distributors. For the artists, our commitment to supporting them through feature blogs and cross-promotions earns their trust. This has allowed us to create instant credibility and authenticity — not an easy task with a value brand. The artists also become our ambassadors, spreading the word through their fan base and social networks. Of course, none of this would work if the wines didn’t have an excellent quality to price point ratio.

    In this category, we completely agree: the best strategy is to keep it simple, straight-forward, and say what you mean. Can’t wait to try the Cheeseburger Red!

  6. Jo Diaz says:

    Awesome, Joel… I’ve always told it like it is, and it’s gotten me in a bit of hot water along the way; but I have no regrets… It ferrets out the disingenuous. Good luck with your project. I’ve enjoyed watching it.

  7. Andrea says:

    RE: the perfect url–you found it and snatched it up just in time although I dislike people who buy the .coms and sit on them in an attempt to earn $$$ down the road. I hate seeing a good url with a strong title (e.g., wineblog.com) go to waste.
    RE: Cheeseburger wine–sounds delicious. I’m always on the hunt for a smooth red blend! Thanks for the tip.

  8. Jo Diaz says:

    Andrea, yes, I saw the future and did something in the present. I also dislike those who buy and sit on sites that could be used by someone with an intent, interest, and a good marketing plan.

    Jose just tried Cheeseburger Red and loved it for its value. I agree!

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