For years, members of the trade and the press have wondered why the wine industry is so slow to adapt to new marketing strategies. Wine marketers continue to rely on the same playbooks and limit their outreach to legacy publications. Why can’t they be more nimble?
While discussing the topic with other industry members at a recent event, The Quench Report writer Matt Rice decided to find the issue’s root cause. He researched where beverage marketers across wine, beer, and spirits verticals spent the majority of their careers. Rice found that, on average, senior-level wine marketers spent 73 percent of their careers in the category before landing their current roles. “That number should stop you in your tracks,” he writes. The figure is overwhelmingly higher than spirits (63 percent) or beer (52 percent) — two categories with a history of successful marketing campaigns.
Today on the “VinePair Podcast,” Adam, Joanna, and Zach react to and discuss The Quench Report research. Do the narrow career histories of wine marketers limit them from learning tactics and strategies from other categories? Could the marketing problem for wine be that the industry isn’t looking at a wide enough talent pool?
Zach is drinking: Russiz Superiore Cabernet Franc
Joanna is drinking: Grasshopper at After Hours
Adam is drinking: Martini at Kabawa
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The article The VinePair Podcast: We’re Looking for Wine Marketers in the Wrong Places appeared first on VinePair.