The front label is the hook, the back label is the line and sinker

When it’s not going to be about a family, it going to be all about the name.

No, wine’s not incident to the name, but catching someone’s eye will get the buyer there a lot faster on a front label than what’s going to be studied about the wine on the back label.

One’s as important as the other, with the front label being the hook… Back label is the line and sinker.

It’s all in the name.

Imagine calling a wine Enamore. Then, it is what it is.

Call it Happy Camper, and you’ve got an instant vacationing audience.

Enamore: Red wine from naturally dried grapes… This really piques my curiosity. With an alcohol level of 14.5%, this should be really tasty.

One Response to “The front label is the hook, the back label is the line and sinker”

  1. As a wine lover and a marketing geek, I am confused by wine marketing.

    I don’t understand why wine is so different from food in communicating flavor cues to consumers. I get discovery and treasure hunting but it is odd to me that I buy a product and am not quite sure what the flavor profile will be. I know the varietal helps but pinot to pinot vary so much.

    Earlier this week I wrote a blog post about wine marketing (Whining) http://www.momentslater.blogspot.com/2012/04/whining.html
    In it, I tried offer some thoughts and idea on wine marketing from an outsider’s perspective. (I do work in the industry for Nomacorc, the leader in engineered, scientific closures). But, I’m not in wine marketing per se.

    Another topic I wonder about is why wine doesn’t use interesting glass bottles like perfume or after dinner liquor does to communicate differences?
    Finally, I wonder what real innovators (Steve Jobs, for example)- how would he venture into wine? His own wine shops? Selling wine by the glass (song) not by the bottle (album). White bottles w/wifi? Who knows but its fun to discuss.

    I enjoy your posts. Cheers to the wine biz.

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