As mentioned elsewhere, since leaving school, (and for some time before then; sorry Dad,) my life has been mostly about wine. Inevitably, amidst all the fun stuff of growing it, making it, drinking it, there has been the need to sell a case or three which has required some marketing effort. Now I am not someone who thinks that “marketing” is a cover-all career description. I market WINE. That doesn’t mean that I can do the same for Ferraris or double glazing and I am sorry, but neither do I believe that a generic marketing degree gives anyone carte blanche to claim greater expertise in my particular field, (or as it might be, vineyard.)
However, I give full respect to those who have put in the hard yards to learn a product and an industry from the ground up and who use that knowledge to further their cause. Australian wine has gone from nowhere to its current prominent position in not much more than 30 years, thanks to the vision of our industry icons and their considerable marketing prowess, rather than them being dab hands with a plunger or a pipette.
So I admit to finding it more than a little ironic that marketers, rather than building quality perception and demand, which is their role, seem to have earned themselves a status in the wine world similar to cork taint or brettanomyces. With the 90’s far behind us, when everything was fun and easy, and the realities of a tough global market place biting pretty hard, more and more people seem to be jumping on the hate wagon, deriding and blaming marketers for all their woes. Even the occasional journalist, whose over-flowing cellars and busy schedules are mostly courtesy of marketing department’s efforts, are adding to the growing volume of abusive rhetoric.
So a word of warning. We are ALL marketers; we ALL have a need to constantly update and promote ourselves and our qualities and right now we need good marketers more than ever. Don’t fling abuse just because others do. Instead, work out how marketing makes a difference, because it does. Which of us wouldn’t rather be driving a Ferrari rather than a Yamaha, even though the Formula 1 results say otherwise? And with Tassie still denying us a real beginning to summer, I for one wouldn’t mind a little double glazing.