American dream

The Wine Market Council certainly has the potential to be powerful in advocating the enjoyment of wine

THIS TIME OF year always reminds me of the start of a new term at school.  Feeling fresh after scant contact with the rest of the trade during August, you could easily be forgiven for turning up to the Challenge dinner or the Chile tasting with a new pencil case, ruler and rubber – shiny shoes and kneesocks may be pushing it a bit.

The flurry of generic wine tastings during the first three weeks of September are familiar fixtures to us all in the UK, their purpose well known and perhaps too often criticized by those who think they could do a better job.

Experience tells me, however, that whatever the product group, be it wine or spirit,  involvement in a generic organisation means that you have a hell of a lot of bosses, and/or people with very keen interests in the cause, to consider. In other words, it is not easy running a generic campaign.

So, I wonder how easy it is going to be for the US Wine Market Council.  Who they, you ask? Well perhaps you’ve already read about their new campaign.  If you scan the US trade journals you should have seen some of the ads.

They are… how should I put it? Distinctive.  Linking Egyptian hieroglyphics to a night out with the girls, or Breugel to microwaved fettucini is an interesting take.  But whatever your opinion, what is their purpose and will they work for the industry? And would an initiative like this ever happen in Germany, Scandinavia or the UK?

Perhaps at this point it would be a good idea to explain a little about the Wine Market Council (WMC) and who is behind it. Well the WMC is a non-profit association of grape growers, wine producers, importers, wholesalers, and other affiliated businesses and organisations.

Its purpose, and all-American "mission", is "to establish the widespread acceptance of wine as a rewarding part of American culture and to encourage the responsible enjoyment of wine by current and future generations of adults in the United States," says the blurb.

It certainly counts on some impressive support if its board is anything to go by; Ted Baseler president of Stimson Lane; Jack Cakebread, Cakebread Cellars; and Mel Dick of Southern Wine & Spirits, CEO of reputedly one of the most important and powerful importers in the States.

And a quick look at the members list reveals that over 40 wineries are involved (mainly based in California), 50 plus growers and a number of "affiliates" that range from the Silicon Valley Bank to an organisation called Lady Sommelier (wonder if she’s related to Lady Marmalade?).

The affiliation of these companies and their association with research organisations and educational institutions that include AC Nielsen and UC Davies certainly has the potential to be powerful in advocating the enjoyment of wine to the American populace.

Organisations such as the Wine & Spirit Association and the Scotch Whisky Association work hard in championing their respective causes.  But have they ever looked at the issues facing their industries in the same way as WMC is doing now? I know that is not their brief.

But would either industry contemplate getting behind them and approving the dedication of funds to a print campaign aimed specifically at consumers in the domestic market? And what does it say about the state of the US market that they feel the need to launch such a campaign?

The problems facing the Californian wine industry on the domestic market have been well documented over the past 18 months.  Is this purely a knee-jerk reaction or perhaps something much more philanthropic?

The purpose of the new campaign is to improve the acceptance of wine in American day-to-day life.  Responsibly of course.  To this end, they have embarked upon the aforementioned, extensive advertising campaign, funded by the membership of WMC and scheduled to appear in national magazines and newspapers throughout this autumn and in the future.  Using the slogan "Wine.

Since 6,000 BC", they are attempting to talk to that important section of the US adult population who could represent a lot of new business – namely those who like the stuff but don’t really choose it automatically.

Their evidence that this group really exists comes from their own research showing growth in the core wine drinking population of 32% between 2000 and 2003.  Their belief is that this "momentum in the growth of wine consumption in the US sets the stage for further and longer-term expansion of the market". Many in the industry will be waiting to see if this is the case.

Perhaps the most interesting aspect is that through the ads the WMC are hoping to communicate "the authenticity and enduring relevance of wine as part of everyday life".  I am not convinced that the supposedly humorous ads that "juxtapose the ancient origins of wine with today’s casual lifestyles" work, but you have to admire the initiative by withholding some of your cynicism.

Generic activity, be it ad campaigns or in-store promotion, may be easy to knock but they can be effective in challenging and even changing trade opinion.  It will be interesting, even if difficult to qualify, to see if this campaign will affect the consumer at all.