Comments on: Esser Vineyards and Wine Marketing

By: GrapeRadio Bunch

GrapeRadio Bunch — Tue, 18 Aug 2009 22:18:06 +0000

Cheryl, it’s probably a little of each – both human nature, but also something we absorb daily through various media, as well as visual perception. Personally, I’ve always felt that one of the bigger benefits of learning about wine was that it would enlighten me about the quality/price relationship. And this in turn, would help me make informed decisions in perusing a wine list or visiting a wine store. So, I think the best strategy is to taste and form your own opinion, or find someone you trust to guide you through the myriad selections out there.

Eric

By: Cheryl Hall

Cheryl Hall — Tue, 18 Aug 2009 21:47:21 +0000

I was particularly struck by his comment about the perception of quality as being directly proportional to price. Wine drinkers in the know are aware that those two things do not have to be directly related, but what about those with less experience? Is it a fact of human nature that most people assume higher price = better or is that something we are taught to believe?
Are there any strategies, aside from direct comparisons that can help address this misconception?

By: Noble Pig

Noble Pig — Mon, 20 Jul 2009 01:49:35 +0000

The competition is fierce and I do agree with Manfred’s sense of how to treat the consumer. They are everything to your business and he has nailed it when it comes to making them feel special. Great interview.

By: Neil Monnens

Neil Monnens — Thu, 16 Jul 2009 18:20:26 +0000

Wow, Manfred is a full of info. When he described wine as a worldwide product competing with 86-100k BATF labels (US alone) and an intimidating as well, it was eye opening. The fact that the product, a wine bottle, is 3 lbs, perishable and sensitive to heat/light/vibration really makes wine an interesting product to consume and sell.