When talking about wine, talk to the least interested
...then see if you can irritate those who love it the most. Wine lovers aren't typical. Talking to them means talking to the minority.
I had a Direct Message from Tom Gilbey last night. I’m a bit star struck. For those recently returned from Mars, Tom has taken (wine) Instagram by storm with his irreverent, funny, intelligent, and refreshingly honest reviews and posts.
Tom is rapidly becoming one of the most influential people in wine retailing (*side eye*). And rightly so. A slimline Hugh Fearnley-Whittingstall for wine. But with a stylist and Two Ronnies’ spectacles.
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So what’s his secret? I’m not sure Tom knows. Nor Fred, his producer (and son) who is undoubtedly a significant part of Tom’s success. The popularity of the account appears to have taken both by surprise. This profile and interview by The Buyer captures the spirit of them both, and the fun they’ve had on the way. And how they go about making their videos. If there are lessons to be learned Tom appears to have only one:
The one criteria I have, is to make you laugh - a lot.
But I think by luck or design (and possibly more of the latter than he’s letting on) Tom and Fred are following three powerful lessons. They’re not mine. They also came from a talented producer - this time Melanie Jappy of The Wine Show. They don’t only apply to Instagram sensations. Or TV shows. They apply to direct mail, wine lists, how you present wines in tastings, write your website, and more.
Like many producers Melanie hasn’t had the recognition she deserves. In creating the world’s most successful wine television programme she too has been hugely influential on wine retailing in the UK and more than 100 countries (*side eye again*). Although here is a fascinating profile by Corney & Barrow celebrating International Women’s Day in wine.
What Tom and Melanie have both done is achieve the Holy Grail of wine merchants and makers everywhere. They’ve reached “new consumers”. Or, a better word, new audiences. You can apply three simple rules, or guidelines, to help you do the same.
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