Can't sell, won't sell

Everyone has an opinion about the best way to communicate, and communicate about wine. Very few have any evidence. So let's look at some.

Why is it that the bit of wine marketing that everyone gets so excited about is promotion and communications, yet that’s the bit that’s consistently poor?

We make great products. They’re well priced. And you can find wine everywhere from a corner shop to a Michelin-starred restaurant. Wine communication, on the other hand, promises a lot and delivers lit…