I just wrapped up my first day at the London International Wine Fair 2010.  It was pretty awesome.  You’ve got the usual schmoozing with winos you’ve met the world over.  And somewhere amidst all the kissing hands and shaking babies (might be backwards, or maybe not) you get to taste a lot of wine.  

One highlight was the launch announcement for the European Wine Blogger’s Conference in Austria this year.  The guy presenting the wines, Willi Klinger, is a champion. He’s amazing. And the wines were neat too.

Also a couple big Languedoc moments which I’ll probably talk more about at Love That Languedoc. But Gerard Bertrand, Puech Haut and O’Vineyards (3 Languedoc properties) all made appearances in the Access Zone on DAY ONE of the LIWF. What that says to me is that the Languedoc is cutting edge on this thing called the Internet.

And of course, if you’d like to see me goofing around with Oscar Quevedo, drinking in the morning, here is the video from Catavino. It has an awkward, wholesome Sesame Street vibe. You know.. if Sesame Street did an episode on winos.

Winery Collaboration from ryan and gabriella opaz on Vimeo.

It’s spring and it’s wonderfully hot. We went from one of the coldest winters to one of the hottest Springs. And in brief, it feels like Summer at O’Vineyards.

And now we’re starting to get our dearest vacationers so it feels even more like Summer. The other day, Anthony Swift from Wine Pleasures came through with a group of Norwegian wine women. These wine ladies had just visited Carcassonne’s castle ramparts in the morning where I met the group and led them back to the vineyard just a few kilometers away.

I like all the tour groups we get, but Wine Pleasures was a special pleasure because Anthony is as obsessed with the Internet as I am (maybe more?). So the group doesn’t get shy around cameras. And we get to share the tasting with you.

We did a live stream that you can still access here:

What you don’t get to see in the stream is the delicious schmorgesborg that my mom prepared for the luncheon after the wine tasting. The photos don’t do it justice. But if you follow the blog or visit us with any frequency, you know that my mom is a cooking machine.

You can follow Anthony Swift on Twitter and Facebook.

I’ve been reading about some of the cool stuff going on at Where 2.0, but I’ve got this funny feeling in the back of my head that Where 2.0 might be forgetting the farmers.

That screenshot from Upcoming makes me so freaking sad.  “Sorry, there are no popular events in your area!”  I even lied about my area and made it the biggest city near here.  🙁   Which brings up another problem.  If web services don’t cater to rural areas, countries that are predominantly rural (eg France and Spain) might experience stalled adoption rates, even in moderately sized cities.

For those who have no idea what “where 2.0” is about: the Internet is getting really interested in location location location.

YouTube, Twitter, and the usual suspects all want to know if you’ll please enter geographical data along with every new upload.  Sites like Gowalla and Foursquare are putting big money on geographic location-based gadgets.  And for a while, sites have been finding ways to get people away from the desktop and into the street to meet up for flashmobs, dance parties and massive group discounts.

But these sites have largely focused on big metropolitan areas.  And that’s understandable.  These are businesses and they figure the easiest way to get clients is to focus on places with high adoption rates and a big potential consumer base.  Not a lot of winemakers prune with their iPhone handy waiting to hear about a discount on designer jeans.

And I’m wondering if California winemakers are going to be reaping the profits of proximity to major tech hubs like San Fran while poor old Languedoc hangs high and dry.

Is it part of our job as winemakers in a rural area to assess the current Internet landscape and retool some of the services out their to serve our needs?  I’m working on this idea and I’ll keep coming back to it.  For sure, there are ways that social media can sell wine like when Twitter-ers bid on wine at a Toques et Clochers auction in rural France.  But we might have to actively study these examples if we want to replicate their success.

I’m very excited about my upcoming trip to Catalunya and the Alimentaria conference in Barcelona.  The Catalan govnernment and Catavino have teamed up to organize a really exciting trip around an already exciting conference.

And a few people are casting a curious eye at Love That Languedoc because my readers are very perceptive and they realize that Catalunya is distinctly not in the Languedoc Roussillon.  But the Roussillon and Catalunya share a lot in common.  For example, certain communities in the Roussillon consider me to be more of a gabatch (outsider) than their neighbors to the south.

And I want to take a moment to remind everybody that wine’s not a zero sum game.  I love that Languedoc.  But there’s a little secret: I love other places too sometimes.

And when we have the opportunity to travel to new places and experience new things, we also have an opportunity to exchange cultures.  And I am all about that.  A little mixing and matching to make something altogether new.  And I can try some new wines while I’m down there.   And you better believe I’m bringing some of my wine for others to taste.  And by the end of the week, we’ll all be fans of things we didn’t know much about before.

It’s important not to think of wine marketing as a game of Hungry Hungry Hippos.  Where there are only 20 marbles on the playing field and getting one more marble is the same as taking it out of your starving starving opponent’s mouth.  There are tons of people who have little to no knowledge of our regions and blogging or otherwise communicating about our cultural exchange can pique a stranger’s interest!  Somebody who loves Catalan wines and knows nothing about Languedoc might discover me next week.  Or the reverse!?

In case you’re curious, I prefer to think of life as a game of Crossfire.  Every shot you take at your “opponent” only gives them more ammunition to shoot right back at you.  It is only when we realize that the game is not nearly as cool as the commercial and that we abandon the notion of competition entirely that we have truly won.  Or if you shoot the little pucks into your opponent’s tray.  One of those two things is the win scenario.

I took clips from George Frêche’s speech at ViniSud to explain why he should adore my website.  The video’s in French, so I wrote up the whole thing in English for you!

Six reasons Georges Frêche loves Love That Languedoc.

1. “You don’t need seniority to be good. You just need to be smart”I get a lot of crap because I’m only 24, I’ve only been a winemaker 5 years, and the website isn’t even 4 months old. Yet I want to come in and change everything like some inexperiencd upstart.  Well, Georges knows that you don’t need seniority!  Heck, there are NO fourteenth generation web designers.  Also, I think a large part of our success on Love That Languedoc can be contributed to our cooperation with individuals and groups that DO bring some wisdom and seniority to the table.
2. “Take what works and throw out what doesn’t work.”I know, right!  This sort of try everything and keep what works is founded in an empiricism that I can really get into.  I didn’t know how Love That Languedoc would play out (and I still don’t! It could go a lot of different directions!)  But I knew that I couldn’t wade through the administrative back channels, building a project through conventional means.  I just launched. And it worked.  So… he’s gotta keep me now, right? 😀
3. “It’s our fault if we’re in a crisis.  We are the masters of our fate.”Georges comes down on winemakers a little hard on this point.  But let’s say that I agree that collectively, we are responsible for the crisis.  It’s not you or me or that guy… but all of us.  And I also agree that we are masters of our fate.  The entire wine industry (not just Languedoc-Roussillon or France) leaves its fate in the hands of journalists and critics.  A few exceptions exist.  Most of the exceptions are massive corporations that have found ways to leverage their size into selling power.  Very few winemaking regions have a public image that they control.  Or our idea of control is to send press releases all the time.  But today, it’s our responsibility to cultivate an audience and give our message to them directly!  (e.g. Love That Languedoc)
4. “Manifestations turn the majority of people against our message by annoying them.”This just reminds me of my wine-alerts project.  We have to get our winemakers to take our infamous street-blocking manifestations to the web.  In the real world, only the French see our manifs and it just annoys most of them.  We alienate.   On the web, we can manifest with a positive message with our clients overseas.  That is so much better than alienating/annoying your neighbors and tourists.
5. “Today, we need to be on the GLOBAL market.”If you want to talk global, you have to talk web.  It’s just stupid simple.  If you have the budget to put billboards and print ads and Maisons du Languedoc everywhere, that’s great.  You should totally continue doing that.  However you should ALSO do the web thing which costs like pennies by comparison.  And if you have no budget but you have fifteen minutes per week, it’s time to start going online.  There are people around the world who will listen to you.  And that’s Love That Languedoc.  I want to bring wine from the region to monitors around the world. And it’s working. So… you gotta love me, right?
6. “Politics bedamned, we need smart people.”I bet you thought I was going to say I’m super smart.  But that is not my point.  Freche says he needs smart PEOPLE, not just one smart person.  Love That Languedoc is succeeding because it brings together tons of smart people.  There are smart people in this region and they have opened their doors to this new project because they see the potential power of communicating our message to the world!  If I have convinced you that Georges Freche loves Love That Languedoc, or if I’ve convinced YOU to Love That Languedoc, please please please visit the website and talk about it to all the smart people you know.  Link that thing up.

I really hate manifestos.  I think that most of my favorite movements start to die the day they write down what they’re really trying to do… like defining the movement is overly restrictive and dogmatic.  But I was busy writing up a general presentation of Love That Languedoc, and I found myself falling into this militant prose that sounds a ton like a manifesto.  Well, if I go around saying “no manifesto” all the time, then I’m still being just as dogmatic and restrictive as if I had written down my goals.  OH WELL.  Here it is:

I refuse to leave our fate in the hands of the global press who are, at best, mildly curious about our region.  And, at worst, totally oblivious to it.  Aside from a few rare examples, the world’s largest wine producer is also the world’s most ignored beauty.

Well this is the part of the movie where the downtrodden Languedoc takes off her horn-rimmed glasses and lets her hair down and the popular kid (or Henry Higgins, depending on what age you are) suddenly realizes that the coolest girl he knows was there under his nose all along.

Love That Languedoc is my personal project to show the world what it’s missing and now it’s developing a new branch.  I want to teach our winemakers how to communicate (without relying on journalists or  critics or ME) to a world that is ready to hear them.

I guess I’m thankful that the region needs me.  But the day I’m unnecessary will be a great day indeed.  We have an amazing advantage in sheer number of winemakers.  And our wines are distributed globally as both prestigious cult winesand large volume convenience store wines.  So people are already talking about us and our wines.

The next step is responding to that conversation.  We need to start training our winemakers to check email and set up a google alert for every estate in the Languedoc-Roussillon.  If only 1% of our winemakers spoke up every time somebody mentions their wines online, we would flood the Internet with our voices.  We could show our consumers that we appreciate their drinking habits.

And once winemakers start communicating successfully with the consumer, it’s much more likely that they will be willing to adopt more advanced online tools like a blog or a twitter.  And they’ll be much more likely to “get it” because it’s part of an authentic foray into communication and not some contrived business effort with no ROI.

And on that day, I’ll just be a happy little winemaker who runs a video blog for the fun of it.  And who will laugh about the old days when he would accidentally write a manifesto while trying to explain why he blogs.

There.  So I guess the conclusion is nice because it points out why this manifesto is silly.  I only blog because it’s fun.  I’m happy that it’s increasing my exposure and wine sales and I’m definitely finding ways to maximize the synergy between my blog and my website.  But ultimately, the blog is for fun.  And sometimes I get these lofty goals to sign everybody up for Google Alerts or whatever.  But ultimately, even those initiatives are an attempt to make my blog redundant.  One day, when everybody does their own online promotion, I’ll be useless.  And it’ll just be for fun again.

Until then, sign up for a freaking Google Alert.

I toured the restaurant and cellar at La Barbacane, the main restaurant in l’Hotel de la Cité.  This is one of the big attractions at the medieval castle of Carcassonne.  It’s a huge treat because this Michelin-starred restaurant is a landmark in one of France’s most visited monuments!

Georges Gracia, the sommelier and restaurant manager showed me how everything gets done at the restaurant and we took a moment to talk a little about Languedoc wines and O’Vineyards’ place amongst them.  If you speak French, you should just check out the video footage.  Otherwise, the summary is that the Languedoc is going places and winemakers like us hope to be a pretty big part of this future.

I just had a wonderful and hectic time in Paris, the city where I never sleep.

I did a big Languedoc-themed shindig with Vicky Wine at a nice art gallery called l’Oeil du Huit.

We also did a Love That Languedoc episode at the Paris cave de dégustation of Crus.fr before opening up the doors to do a Domaine O’Vineyards tasting.

Here is a little snippet from the crus tasting where one of their dear patrons talks about which of the three Podium wines she liked best:

We’re experiencing a mighty snow storm these past couple days. Pruning is impossible. Snow drifts have entirely covered small sections of the vines and have blocked a few doors.

Power went out for a bit the other day because everybody in France is cranking the heat. Thankfully, we’re working off a woodstove and we could stay warm.

Most of my appointments for Love That Languedoc have been rescheduled until the roads clear up. We’re not used to this kind of snow down here. We only get a handful of snow days and it’s usually nothing serious. That’s wonderful, but it leaves us a little unprepared to clear roads and whatnot.

I hear a good freeze is good for the vines. Helps the sap run down or something. Well, the vines are chilling.