Why wineries use sex, sometimes, to sell wine
Necessity, they say, is the mother of invention. And in times like this, when consumers are loathe to spend money, it becomes more necessary than ever for wineries to figure out ways to encourage them to do so.
As a critic I’ve seen almost every way there is for wineries to attract attention to themselves. They’ll resort to oversized bottles so heavy you have to use two hands to pour from them. They’ll put more and more outrageous things on the label. Critters and various colorful modes of transit (trucks, wagons, bicycles) seem mercifully to be on the way out, but on the way in are larger point size for type, greater contrast of colors on the label, and more psychedelic use of gold. It’s the label as roadside billboard. Of course, bottles wrapped in tissue paper suggest that the wine inside must be very special indeed, as is the case with bottles that come in wooden boxes.
There is a cottage industry of packaging redesigners, to whom despairing marketing and sales people turn in roughly the same way a worried man might go to a psychic for consultation following a broken love affair or economic crisis. “[T]hey are hoping that some magic combination of prices, adjectives, fonts, type sizes, ink colors and placement on the page can coax diners into spending a little more money” is how the New York Times yesterday described how restaurateurs are trying to lure in cautious diners. The same can be said of wineries. Production people come up with their own “magic combinations.” If you can’t sell your Cabernet Sauvignon, what about a Malbec instead (grabbing onto Argentina’s coattails)? How about a cleverly-named proprietary bottling incorporating the owner’s children’s names, or something French-sounding?. There’s as much psychology involved in buying decisions as anything else. One restaurant cited in the Times article “not only excites the taste buds but goes to work on the mind.” This is crucial because flavor occurs, not in the taste buds, but in the brain, which is the seat of our sexual fantasies.
We humans, it turns out, are as irrational as invertebrates when it comes to choosing our delicacies. “[T]he psychology of the menu”, a complex interplay of graphic design, word and image association and subtle tricks played on the mind (e.g. cost sans dollar sign is said to be less threatening, so that 9 is friendlier than $9) represents the summitry of the restaurateur’s — and the P.R. agent’s — art. “The hidden persuaders,” in Vance Packard’s term (the title of his 1957 book), provided pre-”Mad Men” evidence of hidden tactics advertisers used to sell products. The ultimate in subliminal was said to be barely perceptible (to the naked eye) images of writhing nude human torsos in airbrushed ice cubes floating in cold, refreshing glasses of cognac and other spirits — images that the eye missed but that the reptilian id did not. There are wineries right here in Northern California that are not above mixing eye candy in with their message. The handsome young man from Livermore and the hot young woman from Napa Valley, both of whom are used in their company’s pictorial ads (and you know who they are), come to mind. What’s surprising is that the wine industry does not use sex appeal more than it does. Perhaps it’s a form of prudishness, or maybe the industry just feels it’s “above” pandering to that denominator. But if the suggestion of salaciousness can sell everything from Volvos
it can certainly sell wine. I’m not suggesting that we start having young winemakers in bikini briefs and thongs appear in wine advertisements (although that could be pretty cool) and I certainly wouldn’t want to see old winemakers scantily clad. But the wine industry is stuffy and tight-cheeked when it comes to portraying its own image and it could have more fun and try new things. And by the way, a sincerely meant message from this blog: