When is it time to retire a tired brand?
The Wall Street Journal reported earlier this week that Procter & Gamble is thinking of dropping one of its flagship brands, Ivory Soap, as part of an effort “to clear out weaker performers to focus on…brands that account for almost all its revenue and profit.”
Ivory Soap’s ads were a part of every Baby Boomer’s life.
Who could forget the T.V. announcer telling us “it’s 99 and 44/100ths percent pure”? The first Ivory T.V. commercial aired in 1939, on a Cincinatti Reds-Brooklyn Dodgers game, just 5 months after television was introduced in the U.S. By the 1950s, Ivory was a sponsor of soap operas, like The Guiding Light (I still remember my Grandma Rose faithfully watching it every afternoon). In the mid-1970s, Ivory made advertising history by sponsoring the “Nominate the Ivory Girl” contest; we see wineries today doing similar things.
So why would P&G kill the brand off? “Marginal or underperforming brands collectively are holding back the company, which needs to be more nimble in a competitive environment,” says the WSJ, noting that Ivory’s share of the U.S. bar soap market has dropped to 3.4%, down nearly 20% from ten years ago.
No doubt company execs feel a strong bond for Ivory, which “got P&G into the magic of branding.” But no management team can afford to keep a dying brand on life support forever. So how does a company know when it’s time to pull the plug?
That brands come and go is no secret. Ever hear of these wineries: Monte Vista, Old Madrid, Mancuso, Garrett & Co., Colton, Poway, Scatena Bros.? All were thriving 70 years ago; now, all gone, alas. Why? “All happy families are alike; each unhappy family is unhappy in its own way.” Tolstoy’s maxim suggests that the demise of each winery or brand is due to its own peculiar causes; but we can generalize about them all and say they failed to keep up with the times.
You can tell when a winery’s failing to keep up with the times by looking at who it sells wine to, especially through its club. Are its customers all “of a certain age”? If they are, the winery has one foot in the grave, literally. This is why wineries are so interested in reaching out to Millennials. At least, they’ll be around for a while.
Actually, the analogy to “pulling the plug” is apt for this reason: How do you know when it’s actually time to do it? This can be an unbelievably difficult decision for a wine company trying to figure out what to do with an underperforming brand. Ownership may have a lot of time, experience and love invested in the brand; there’s always the chance that things can be turned around with the right marketing and sales plan. One doesn’t want to act precipitously: once you’ve killed a brand, it ain’t ever coming back.
I think I know some brands out there in California that won’t be around ten years from now. I could be wrong: there are brands I thought were moribund in 2000 that are still alive. Anyhow—have a great weekend!
This is pretty cool—a new blog that addresses “the practice of wine public relations, wine media trends, marketing ethics and news commentary.”
Lots of blogs, including mine, have written stuff over the years on these topics, but I don’t know of any blog that is solely dedicated to them. The creators, Tom Wark and Julie Ann Kodmur, call their site SWIG.
I’m sure it will be a success, especially if Tom and Julie Ann—both old friends of mine—keep it free. It’s not clear to me how often they’ll post, or if they view SWIG as a vehicle to drive paying customers to their own, separate public relations firms. Nonetheless, P.R. is a subject of importance and ongoing interest to winery principals—as well it should be—and so SWIG will probably be eagerly read. (Besides, as we all know, Tom is an entrepreneur who knows how to successfully start things up!)
I do want to comment on something Tom wrote on their website. “There is a body of knowledge which guides all publicists, regardless of industry, as well as there being a body of knowledge that guides wine publicists specifically. The intersection of these two bodies is what Julie Ann and I had in mind to explore here at SWIG.”
This is true, as far as it goes; but what interests me is where winery communications is going, as opposed to where it’s been—and believe me, it’s going someplace it hasn’t been before. For that matter, so is the entire wine industry; the two are interrelated. For it seems to me that we are leaving, if we haven’t already left, the “classical” era of winery P.R. and are chugging along into one that—as with all futures—we see only “through a glass, darkly.”
Tom has it exactly right when he states “The Number One Golden Truth of Wine Public and Media Relations [is] YOU MUST ALWAYS TELL THE TRUTH.” In past “classic” times, this wasn’t always appreciated by the crafters of publicity messages. Back then, advertisers felt free to lie, knowing that no public agency or consumer outrage would check them. This 1930 ad for Lucky Strike cigarettes actually had the nerve to suggest that smoking was good for your throat and lungs!
Tom’s claim notwithstanding, not all wineries always tell the truth. There are lies of commission, and lies of omission; you can’t know what you don’t know, and wineries sometimes don’t want you to know all the stuff they do (like adding mega-purple, or blending in Central Valley grapes, or putting a little Syrah into that nice Pinot Noir, or soaking the Chardonnay in wood chips, or reducing the alcohol by technical gizmos).
But in this day and age, it’s awfully hard to keep anything secret, so wineries are better off figuring out how to be completely candid, even when it’s uncomfortable for them to do so. You can always turn a lemon into lemonade, as Dear Abby used to say.
However, the bigger questions remain: Why does a winery need a P.R. and communications firm? If they can’t do the job themselves, how should they choose an outside firm? How can they measure the return on investment they pay to the outside firm? Answered in reverse order, it can be awfully hard for a winery proprietor to tell if his P.R. firm is worth it. The P.R. people will tell him it takes time for plans to achieve fruition, which is true; they say, also, that some of their results aren’t measurable, which also is true. This is why some wineries remain locked into unholy matrimony with P.R. companies for years, yoked to firms that are not helping them. It’s also why, on the opposite end of the spectrum, wineries will peremptorily fire a very good P.R. firm that actually is advancing their cause: they get nervous, or their brother-in-law tells them he has a better firm, and so the pink slips go out. (Do firing managers still give out pink slips, or am I dating myself?)
How a winery should go about choosing an outside firm is one of the biggest decisions they’ll make, and also one of the most difficult. If I was a winery, I’d ask my successful friends, who represents you and how are they doing? But I’d also apply good, old-fashioned common sense: Do you like the firm’s owners? Do they seem honest, up-to-date, familiar with digital communications and social media? Or are they stuck in anachronistic approaches? Finally, why does a winery need a P.R. firm? It’s all about communication, stupid! The days are long gone when a winery proprietor could sit alone, in splendid isolation, and think that his wine will go out there and sell itself. That used to be true, in certain circumstances and to a certain extent: for example, wineries that were located on well-traveled tourism routes could depend on an influx of visitors who would buy the wine, even if it was horrible. That’s increasingly hard to do, as consumer’s palates are educated. And some wineries coast on their reputations for years, depending on their old customers to continue buying them. But guess what? Old customers die.
Finally, I’d say that the relationship between a winery and it’s P.R. firm cannot be one based only on occasional exchanges. It’s all about intense teamwork these days: neither side—winery or P.R. firm—can generate the best ideas, but only both sides working together, so that brains can rub against each other, causing sparks of imagination and creativity that are geared toward the winery’s specific needs and talents. The winery that blithely accepts from its P.R. firm a template with a boilerplate approach is asking for trouble.
Anyhow, like I said, I’m sure Tom’s and Julie Ann’s new venture will be a success. I wish them good luck, and I’ll be reading SWIG (and often commenting on it) whenever they post.
Everybody’s shocked, shocked about what Rudi Kurwanian did, but faking wine is nothing new. Below is an extract from Cato the Elder (234 BC-149 BC), a Roman statesman, on how to fake Coan wine—a wine that should have been made from grapes grown on the island of Kos, but that, as Cato points out, can be fabricated using cheap Italian grapes. The addition of all the salt water was because Coan wine apparently was salty, perhaps like Manzanilla sherry.
“If you wish to make Coan wine (Cato says), take water from the deep sea on a calm and windless day, seventy days before the vintage, from a place where no fresh water can reach. When you have drawn it from the sea, pour it into a vat. Do not fill the vat, but leave an empty space of five amphorae [about 30 gallons]. Cover up the vat, but leave a space for the sea water to breathe. After thirty days, rack it off cleanly into another vat, leaving its sediment. After another twenty days, rack it again and leave it till the vintage.
“Leave the grapes from which you intend to make your Coan wine on the vines, and let them be thoroughly cooked and ripened. When it has rained and dried up again, pick them and expose them to the sun for two or three days out of doors if there is no rain, or if there is rain set them out on hurdles under cover, and pick off any moldy berries. Then pour ten amphorae of your sea water into a fifty-amphorae cask. Then remove the berries from the stalks and press them down into the cask with your hand until it is full, so that they may soak up the sea water. When you have filled the cask, close it, leaving a small space for the air to pass. After three days, take the grapes out of the cask, press them and store the wine in good, clean, dry casks.
“That it may have a good bouquet, do as follows: Take a pitched potsherd and put on it a glowing live coal, perfume it with various scents to be found at the perfumery, put it in a cask and cover it up, so that the fragrance may not escape before you put it in the wine. Do this the day before you rack your wine into the cask. Transfer your wine from the press to the cask as quickly as possible and leave it for fifteen days with a cover, leaving an air space, and then seal it up. Forty days later you will bottle it in amphorae, adding to each amphora a forty-eighth part of must boiled down to one half. Do not fill the amphora above the point where the handles start. Put your amphorae out in the sun in a place where there is no grass, cover them so that no moisture can get in, and do not leave them in the sun more than four days. Then remove them to the cellar.”
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So you see, counterfeiting wine is just about as old as wine itself.
By the way, speaking of the Ancients, when they described their wine, in their treatises and poems, they didn’t use the kind of language we do today, which is of comparatively recent derivation. (I mean the analogies to fruits and flowers, and talk of acidity and tannins and oak.) Our winespeak would have puzzled them, perhaps even appalled them, as hopelessly mean and barbarian. They saw wine as a gift of the gods, and when they wrote of it, they tried to grasp—sometimes with success—its essential mystery as well as its divine properties. They did not attempt to describe what wine tasted like (as we do) so much as what drinking it felt like (as we do not). Here, for example, is Bacchylides, a Greek poet who lived around the time of Socrates and Alexander the Great, on a certain wine:
“Sweet compulsion flowing from the wine warms the heart, and hope of Love returned, all mingled with the gifts of Dionysus darts through the brain, sending the thoughts of men to heights supreme. Straightway it overthrows the battlements of cities, and every man dreams that he is heir to a throne. With gold, yea, and ivory, his house is gleaming, and wheat-laden ships bring him from Egypt over the flashing sea, wealth beyond count. Thus does the drinker’s heart leap with fancies.”
Are we better off with “notes of blackberries and cherries”? Not really. But we’re stuck with it, for the time being.
Observers of this nation’s media environment might be forgiven for being slightly manic-depressive. One day, everyone’s convinced print publications are headed for the trash heap; and the only question seems to be, How fast will this happen?
The next day, having imbibed the bracing tonic of some academic study or other, we remain confident print isn’t going anywhere. We hear that more Millennials are subscribing to magazines; that advertising is returning to print, having previously abandoned it during the Great Recession; that even young people are tiring of their obsession with (and enslavement to) mobile devices.
I, myself, have been consistent over the years in my position—which is not to say I’ve been correct, just that I’ve been saying the same thing all along. And that is in line with the “print isn’t going anywhere” theory. It has seemed to me that print publications are in a strong position to not just survive but thrive going forward, although I may be prejudiced, in terms of both my age (I grew up on newspapers and magazines) and my past career as a print guy.
Given the obscurity of the situation, no one really knows what’s going to happen to the nation’s newspapers and magazines. Which is why we so eagerly grasp every new study or factoid that comes along, hoping (perhaps against hope) that it will accord us some tidbit of understanding. The latest information comes via the Wall Street Journal, which last week reported that “Print Magazine Sales Decline in 1st Half of 2014,” a situation that must depress print fans. For the data—down 12% in newsstand sales compared to the 1st half of 2013—are especially troubling, since “Newsstand, or single-copy, sales have been considered the best gauge of consumer demand because they can’t be propped up by deeply discounted subscriptions or free copies distributed in public places such as doctor’s offices.”
(This last sentence strikes home. The discounts I’ve been offered to the magazines I subscribe to make me wonder how those magazines can stay in business at those prices; meanwhile, the three publications I see given away free, in almost all the hotels I stay at in California wine country, are the Wall Street Journal, USA Today, and Wine Spectator.)
Well, that’s print magazines. And what of digital? Up from 10.2 million last year to 11.6 million this year, a rise of 13.4 percent. But there’s this catch: “However, the category [digital] accounts for just 3.8% of the industry’s circulation,” a very small slice, and thus not particularly reassuring to financially-pressed publishers.
Does any of this matter, except to publishers and their bank accounts? It does, if you think of a nation’s wine consumers as part of a community, in which group decisions are made, after a give-and-take (this is, after all, how wine trends become ensconced into traditions; for example, the rise of California Cabernet Sauvignon was a group decision, driven largely by the power of the media).
If you don’t care about group decision-making, then the dissolution of the media won’t bother you. After all (you may reason), a group that was based around print will simply cluster into a group based upon digital. Yes, but…If that happens, there will be, not one group, but many; not a single conversation (such as has always existed) but multiple ones. And when you have multiple conversations, each driven by its most vocal adherents, but none of which really touches upon the others, you have chaos, whether it’s in domestic affairs or in something as relatively calm as the wine industry.
All this drives wine marketers bonkers. They try to come up with messages that appeal to all groups, and realize how difficult that can be. The broader the message, the less refined it is; the more refined, the less broad; but this, at least, keeps marketing people employed.
Is this then the cloud, or the silver lining around it? I’m an eternal optimist. The marketing of wine is more fractionated than it has ever been, but this simply means that wineries have to work smarter, in order to succeed. Part of working smarter is producing better wine. Part of producing better wine means having your finger on the market’s pulse, and divining where the public is going. This, in turn, requires knowing how to tell the difference between a trend that is going nowhere, and an authentic shift in public preference. No easy task.
Not sayin’ that Fred Franzia is on the same enlightened level as the Dalai Lama, but it seems to me that HuffPo’s Chris Knox came down on him a little strong—even for a medium (the blog) that’s known for snark.
“Trash-mouthed, unapologetic [and] downright crude”? Well, I don’t think Fred ever graduated from charm school, but he’s not as bad as all that. I’ve known him—not well, but some—over the years, and I’ve managed to find affection for him, even though he’s done one or two crummy things to me. But I’ve done crummy things to people, too, so as usual, the Golden Rule applies. Fred, like it or not, is a product of his time and place—besides, someone once said that people who swear a lot are more honest, and there’s a lot of truth to that.
More important is Chris Knox’s j’accuse! against Two Buck Chuck. Now, I can’t say I have any idea if the wines contain (as Chris alleges), “animal blood and parts” (I should think the FDA, or whoever the relevant government agency is, would be up on that). But I can say that I respect Fred, and Bronco, his company, for making wine that anybody can afford to drink—and varietal wines, at that. I think we all agree that the most important thing for the wine industry is to get more people drinking. Two Buck Chuck does that; Petrus doesn’t. So kudos to Fred, from my point of view.
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Kudos, too, to Joe Roberts AKA 1WineDude, for telling it like it is yesterday on his blog. I was kind of at Ground Zero of all the post-WBC14 grousing and blather, and I really wasn’t in the mood to put my [strong] thoughts into words, so I refrained, except in a few private exchanges. But Joe, bless his heart, who perhaps has garnered some credibility in the world of Millennial bloggers, let ‘er rip. The comments on his blog—104 and counting, as I write this—make for fascinating reading on their own. My fave: “did the panelists (those accomplished online/print writers that happened to be middle-aged white dudes) miss an opportunity, or, did we bloggers miss the opportunity?” Joe deserves credit for his courageous, truthful expression of the facts.
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Some of us were talking the other day about how a new winery/brand reaches “the tipping point,” in terms of popularity and success. One suggestion was that, to a certain extent, this can be stage-managed, through smart, creative marketing, promotional and sales efforts—although admittedly, that can be expensive. Another point of view is that tipping points occur serendipitously. You can’t make them happen, no matter how much money you spend (as any number of billionaires who have run for California governor over the years, and embarrassingly lost, well know). All that the expenditure of money (on media events, etc.) can do is increase the winery’s chances of being noticed by “the right people.” That is indeed important—but beyond that, there’s still the element of magic. Moreover, a winery can “hit it” for a brief period of time—Warhol’s 15 minutes of fame—but staying relevant is a lot harder. If there was a formula, or template, for reaching “the tipping point,” everyone would know it. But there isn’t.
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Finally, a link to another blog, today’s edition of “Juicy Tales by Jo Diaz,” in which she expresses points of view I pretty much agree with. And with that, I’ll wish you all a good day!
“A shift in the consumer base,” fueled by “a new wave of innovation in global wine styles”: that’s what Rabobank, one of the the nation’s biggest lenders to wineries, is talking about, in their latest report on the wine industry.
And when Rabobank talks, wineries listen. Every winery in the country—certainly every winery I know in California—is obsessed with predicting the future, for if there is indeed “a new wave…in global wine styles,” wineries want to know about it. What is this “new wave”? What is the shift going to consist of? Most importantly, what new “wine styles” are consumers going to be looking for?
To begin to understand the future, it’s necessary to know the past, for nothing happens without lots of things that have already happened making it happen. So let’s take a look at the past, to see if it helps us comprehend the future.
We know what “wine styles” the consumer likes now, for the consumer votes with his wallet. You might loosely call it “Californian.” People like ripe, fruity wines, red and white. They like varietal wines (notwithstanding this current gaga about red blends). And, here in America, they like wines from California.
But it hasn’t always been so. The last time there was a true “shift in wine styles” was more than a generation ago. That’s when Americans started drinking more dry wine than sweet (those silly Sauternes and Rhine wines). It’s also when they decided that varietal wines were more upscale. Since California led the nation in the production of dry varietal wines, it’s no wonder that consumers gravitated toward California wine.
Let’s go further back in history. Before the era I just described (some call it the boutique winery era), America had been mired, for another 30 or 40 years, in that sweet wine era (if they drank wine at all, which not many did). Prohibition was, of course, the dead hand that had interrupted the country’s vinous progression. So what was happening before that? Again, not many people drank wine—but those who did drank good wine, from Europe and from California. It may not have had varietal names, but in many cases it was made from proper vitis vinifera varieties.
So we’re had three distinct eras since the 19th century: one, when a few Americans drank good wine; a second, when more Americans drank bad wine; and a third, the current, when lots of Americans are drinking good wine again, mostly from California, but in reality from all over the world. So if we’re in for a global shift in wine styles, what could it be?
Well, first, the timing is right: America seems to change its preferences every 30 o4 40 years, so, if you date the current era to the boutiques of the 1960s, we’re ripe for a change, maybe even a little overdue. If things do change, then today’s preference—remember, it’s for ripe, fruity wines from California—will have to change to something else. But what could that be?
We’re not going back to a liking for sweet wines, believe me (although a great off-dry Riesling, a sweet late harvest white wine or a red Port are earthly delights!). Therefore, consumer preference is likely to remain with dry wines. What, then, about fruitiness? I can’t see that changing either, for at least three reasons: one, fruitiness is an ingrained taste: not only humans like fruitiness, but birds and animals, too. Two, the world palate has shifted away from lean, angular wines to riper, rounder wines, and no matter how many articles get written about the low alcohol fad, that’s not going to change. Third, if we are indeed in a time of global warming (as indeed the Bordelais themselves believe, and as seems to be an increasingly credible belief in Napa Valley), then it will be awfully hard to produce wines of the type of old-style Bordeaux, when alcohol levels barely exceeded 12 percent, tannins were gigantic, and the wines took decades to come around.
So what options do we have? Precious few. Dry, fruity wines are what seems likely to remain. Of course, we could turn away from wine altogether: America could become a cocktail drinking country, a beer drinking country, or—heaven forbid!—a dry country. But none of those options is likely. Wine has been at the center of western culture for millennia; it’s now becoming so in Asian culture; wine is not going anywhere.
So the Rabobank prediction has to be taken with a certain latitude. There won’t be any major “new wave of innovation on wine style.” That’s bank-study language: the people who write this stuff have to come up with sexy sound bites in order to make headlines. What’s more likely is that the trend of the last three-plus centuries will continue. The world’s love of noble varieties—Pinot Noir, Cabernet Sauvignon, Merlot, Chardonnay, Sauvignon Blanc, Riesling, Syrah—will continue, despite short-term shifts, every few decades, in the particulars. A few oddballs will succeed at the margins—Muscat is the classic example—but they don’t have staying power. The major varieties Americans love won’t change. Zinfandel will go in and out of style, as the press dictates—but the great producers always will be in demand among the cognoscenti. Beyond that, I just can’t see any huge new intrusions of other varieties.
It looks to me like, far from Rabobank’s prediction of “a new wave of innovation in global wine styles,” we’re looking at a continuation of what is. What will determine who makes it, and who doesn’t, isn’t so much a question of style, as of marketing, communications, consistency, value, consumer engagement, distribution, success in direct-to-consumer, sales expertise—in other words, the fundamentals of good business practice. There is, indeed, “a new wave of innovation,” but it’s not a stylistic one, it’s innovation in the way wineries interact with, and respect, the consumer.