Hidden Marketing Messages Appealing to Your Inner Wine Snob


Wine marketing language and real estate descriptions have one thing in common: code words. Home hunters know how to interpret  a “charming, quaint and well-maintained” home as out of date, tiny, with original appliances in real estate language.

But when it comes to wine, subtle code words and phrases are less well-known and ever-changing. Our study at www.bestonlinewineshopping.com of recent press releases and announcements from major wineries working on brand building or re-branding turned up 6 key points. And these 6 appeal to the hidden snob in all of us.

  1. A “luxury brand” with a suggested retail price over $300.
  2. Limited production of only 2,400 cases makes it “out of reach for most consumers.”
  3. The parent company has been growing its “high-end segment.”
  4. Customers are “trading up.”
  5. The “tiny production is at the discretion of the winemaker,” and add the winemaker’s name.
  6. Sales of “fine wines” are increasing.

So if you fall for high-priced, limited production wines from high-end, luxury brands that others cannot find or afford, and you know the winemaker’s name, then enjoy your “fine wine” because you are a…five-star wine snob.

Make that 6-star.

p.s.Dont forget to say “fine wines” with your best British accent.

Author: robywine, norm roby

My career as a wine journalist/critic began in 1975 when my article about California Petite Sirah was published. My focus remained on California as I edited a monthly wine magazine and then moved on to The Wine Spectator in 1981. Over the following years, my column appeared under the banner of “Stormin’ Norman, and I also wrote articles about wine collectors and wine auctions. Without getting into a year by year bio, let me try to summarize here. During my time with The Spectator which I enjoyed immensely, I taught wine classes at a culinary school and at other venues in San Francisco. Before venturing into wine, teaching was my thing, English Lit and Rhetoric. After The Spectator I was the U.S. Contributor to Decanter Magazine, writing mostly about California, but also expanding into Washington State and Oregon. My Decanter years began in 1992 and after buying a summer home in France in 2000, I traveled throughout France and eventually published articles about St. Emilion, Castillon, Bergerac, Minervois, Roussillon, Luberon, Provence, and Alsace. Also, around 2000, my wife began working for Cousino-Macul in Chile, so we tasted and traveled our way through Chile and, of course, managed to fly over the Andes and explore and taste our way through Argentina. As travel lovers, we have also spent many interesting days visiting the wine regions of Spain, Italy, Portugal, Sicily, Greece, and New Zealand. And to come to a close, I was Director of a Charity Wine Auction for 20 years, 1992-2000 that benefitted a local hospital. That brought me in contact with wine collectors and to the auction scene. And finally, I co-authored a book, The Connoisseurs’ Guide to California Wine published by Alfred A. Knopf. It went through 4 editions and sold over 500.000 copies.

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