Just went  through a hugely informative slide show about marketing French wine.  Lots of information.  Lots of charts.  Infographics.  It’s all about the digitization of the wine trade.  They look at the influence of ecommerce and digital marketing on the wine world.

I highly recommend that French speaking wine professionals take a swing at reading this entire slideshow which was put together by Nadine Couraud, Estelle Neveu, Clémence Coppey, Mathieu Venet, Luc Bourcier, Vincent Tessier et Thierry Pires from the MBA MCI Part Time 2011 program, in the Pôle e-Business de l’Institut Léonard de Vinci.  Found this via Bourgogne Live.

If you’re a winemaker, maybe it’s more important to just skim it and note some of the websites that get listed.  Especially in the e-commerce section.  Maybe there are some leads you can follow up on.

I know they miss a couple of things, and the entire study is very franco-centric, but it’s an admirably large collection of information.  Bravo to the team who did this.

O’Vineyards is on page 223, where they note that the vineyard has a lot of fans.  They didn’t count Love That Languedoc’s fans though who are up around 1500 these days.

80% des viticulteurs, experts, marchands de vins de Californie interrogés par le WineIndustry Financial Symposium Group en 2010 déclarent utiliser Facebookprofessionellement (Vs 46% en ‘09)
En France, les interprofessions sur les réseaux sociaux:

• Alsace: page FB 23,500 fans + blog
• Bordeaux: 4 pages FB 14,900 fans (UK) + 5,150 (Fr)
• Rhone: page FB 1,900 fans
• Bourgogne: page FB 2,100 fans

Les producteurs :

• O’Vineyards/Lovethatlanguedoc =  445 fans
• Château Haut-Bourcier

« Il faut des occasions de montrer que le vin est quelque chose d’accessible » – J-M. Guiraud (InterRhone)
Le vin sur Facebook
Marketing-Communication > Réseaux sociaux

I’ve previously mentioned my love for the Never Said About Restaurant Websites tumblr which delivers ironic praise for poorly designed restaurant websites.  And more recently, Andrew Jefford published a similar opinion about poorly designed winery websites.  And The Oatmeal made a comic about bad restaurant websites too.

And I’ve slowly but surely been working on this problem in my spare time.  What is the perfect winery website?  What should be on the landing page?  And how should the rest of the page be structured?

Keep it simple

“If at any time you find yourself tying the ring to a dog’s collar, stop”.
–Oscar’s advice on how to propose marriage, The Office

Never Said About Restaurant Websites doesn’t only offer chuckles.  It also offers a guide to making less horrible restaurant websites.  Their perfect site has all the key information on the landing page.  The site should preferably be tiny.  The key information includes location, opening hours, reservation policy, and a downloadable menu.

Keep it simple.  Any time restauranteurs think they should include a short flash animation, blaring music, a winding manifesto about why the chef became a chef, or anything like that, just stop.  Count backwards from 10 and walk away.  Almost everybody who googles a restaurant’s website will specifically be looking for location, opening hours, reservation policy and a copy of the menu.  If that’s not on the landing page, you lose.

But here’s the rub. What is the perfect information for winery websites?

The most crucial information

As far as I can tell, the most crucial information for every winery website is:

1. Contact information
2. Location
3. A list of wines (with photos of bottles or labels)
4. History (about us section)

I think from here, a visitor should also be able to access detailed information about each wine including varietal composition and a description (and from there, information about  each vintage).

Also from here, the visitor should be able to access more information about where the grapes come from.  Describe the vineyard, climate, geology, and culture.

History is a place where you can talk about yourself.  Try to keep it short.

If you ever find yourself making a flash animation, stop. 😀

This will create a tiny, simple website full of useful information.  Now, how to layer that information?

Specific information

People who want more specific, deeper information are generally more willing to click around the website for a minute in order to find that info.  But don’t bury the information too deeply or they will lose patience.

Jefford writes, “If you’ve just spent €700 on a bottle of Clos du Mesnil and have made the effort to look at the website, you may want to know the history and geology of the vineyard, you will probably want to understand why fermentation in wood makes this wine different from its peers, and you may be intrigued to hear why a company which always claimed that ‘blending was all’ now produces not one but two single-vineyard Champagnes.”

Of course, this is true.  Even my 28 Euro Reserve is priced high enough that people might want to know exactly why it’s 28 euros and not 10.  But that’s deep information.  It shouldn’t be landing page info.  People who want this level of depth are willing to click around a bit to find out more about the Reserve.  In my current design, from the landing page, they can get the basic varietal composition of the reserve and a picture of the bottle in one click (the “wines” tab).  They can get detailed description of the fermentation process, aging, and tasting notes with a second click.

Similarly, professionals tend to be slightly more patient.  It’s their job, so they’ll stick with you longer.

So hopefully this gives you some guidelines about how deep to bury information.  The more specific a piece of information or the more “in-depth” it is, the deeper you can bury it in the site.  Basic, common information  should be on the landing page or one click away.  More indepth info can be two clicks away.  Really specific info can be three or four clicks away.  And so on.

All that said, there are several reasons why you might want to deviate from this model.

Make some choices

There are several potential audiences for a winery website. You can’t cater to all of them at the same time. You’ll have to choose who your website is designed for.

Types of people visiting my site (sort of in order of popularity):

1. A drinker who is just surfing the net
2. A journalist who is looking for additional information
3. A fan who is just checking in
4. A tourist who is trying to visit you IRL
5. A supplier trying to sell you a service or product
6. A drinker who wants more information before purchasing
7. A drinker who wants more information before consuming.
8. A sales person looking for promotional material / tech sheets
9. A retailer or restaurant trying to find your wine
10. An importer or sales agent trying to contact you

Now when I look at that list, I feel like there are vastly different goals. Pretty much everybody is seeking information. But the nature of that info varies a lot.

Obviously, you can ignore some people straight away. I don’t need to think about suppliers trying to sell me new barrels and stuff. They’ll find a way to contact me even if its buried in the most remote part of the website imaginable. And it’s their job to find that information so they’ll persist.

There’s an instinct to cater to the most common visitors while ignoring the less frequent visitors. However, while importers only visit the site rarely, those are very important visitors. So you can’t just ignore the less frequent visitor types.

Ultimately, you have to make some choices. Make your own list with your own priorities. I’ve made this list based on my experiences online so it’s a bit idiosyncratic. For example, tourism is an important part of our business because of our proximity to Carcassonne, our ability to speak English, and our personalities. While tourism is a priority of ours, most winemakers will not value it as much. So make your own list and it will be easier to make choices, especially about the landing page.

Archetypes of Winery Websites

I think there are several models that can serve as archetypes of winery websites.  Ideals or extremes.  Some of these work better than others, in my opinion.

E-Commerce winery website

This winery website operates like any other e-commerce site.  It is owned and operated by a winery, but it feels like amazon.com.  Every page reminds you to take advantage of a special offer available for a limited time only, free shipping for orders over a certain amount.  Every part of this site is designed to push visitors toward the credit card confirmation page.

I’m not a huge fan.  It’s especially difficult for small wineries to make it this way.  For a successful e-store, you really should have a whole range of products.  But there are some people who like it this way.  And obviously, this model ignores most of the rules of good site design that I talk about above.

Trade site, All business

Some wineries have a site that is clearly designed for people from the trade.  There might be a beautiful page set up to show who distributes their wine in each country (or in the case of the USA, each state).  This is exceptionally practical for restaurants and retailers that wish to carry the wine.

There will be tech sheets for every wine.  A different sheet for every vintage. There are downloadable and printable shelf-talkers in multiple languages.

Sometimes these sites even require login information which the winery will only hand out to paying wholesale customers.

Winery: The Movie

Wineries will very commonly make websites that are more about “expanding the brand” than about informing visitors.  You’ll sit through a long flash animation and then have to wrangle with an unexplainable interface to find even basic information.

This is generally annoying.  In rare cases, it can be executed very well.  In those rare cases, it’s still an acquired taste.  For example, I like the Bonny Doon website despite its reliance on Flash and its whimsical nature. It strikes a good balance.  And it offers all the information I eventually want in a format that’s novel without being tooooo contrived.  But even good sites like this get poor ratings from some web surfers because they are a little trying if you’re not in the mood.

The blog you’ve never tasted

A lot of winery websites (like this one) are more famous than their corresponding wines.  Many of the people who visit this website have never tasted my wine.  They just assume it’s good because a lot of people say so, and I seem like a nice guy.

A website that knows some readers are there for the blog and not for the wine can take liberties about what it displays on the landing page.  Many of my visitors don’t actually care where I’m located are what my labels look like (because they just read this blog while they’re bored at work or because they’re wine professionals that read technical articles like this one).

On the other hand, a customer who has already bought and is on the verge of consuming wants more practical information like pairing suggestions and tasting notes (caveat: don’t bore them to tears with generic tasting notes that have so many nouns and adjectives they could actually be describing every wine on the planet mixed together)

That’s just the first two people on my list.  They’re fairly similar and yet they already have different information demands.  Do you put it all on the landing page?  I don’t think so.  You have to make some choices.

VinoCamp Languedoc was full of interesting conversations.  One of the round table discussions, led by ethiquettes.fr, was about sharing success stories and fail stories of winemakers going online.

This session might itself be seen as a success story (or a fail story).  On the success side, I think it’s remarkable how many winemakers were present and spoke up.  I’m super happy about that.  And I think they left with a few really good concrete numbers and ideas that they can enact in their own wine communications strategy.

On the fail side, we see how there’s always a need for more time and more channels of communication.  As the conversation gains momentum toward the end, there are more than a couple people talking. It’s the kind of round table discussion that fares very well in a chatroom where multiple conversations can be going on simultaneously.  But we do see some real world limits.

Also, this session revolved a little too much around me (especially in the first half), but you know how it goes.

Other interesting conversation points include Olivier B, La Gramiere, e-publishing options, Vin de Merde, Gerard Bertrand, Apero Bic (can’t find this), Hervé Bizeul, Matthew Jukes, Domaine Revelh, hotmail’s viral marketing, Naked Wines, and more.  At one point I mention In Roussette We Trust as an example of other regional promotion blogs.  I rather ineptly fail to mention Bourgogne Live, Oenos or Jim’s Loire. My bad.

Common themes:

• Bypassing normal means
  • Olivier B was promoted without the conventional media
  • Love That Languedoc doesn’t wait for the interprofession
• Repeatability?
  • Was Olivier B a one shot?
  • Can there be a Love That Loire (Oenos et Jim’s Loire suggest there already are), Love That Bourgogne (Bourgogne Live), etc.
• Talking about other people
  • Ryan – Don’t talk about yourself
  • Les domaines avec un nom de famille (Bertrands, Chapoutier, Duboeuf)
  • Amy Lillard – Transparent story telling as opposed to artificial sales pitches
• How much time does it take?

L’Independant carried an article last Friday (March 11th 2011) about La Confédération paysanne de l’Aude and their refusal to pay any more money to the CIVL (interprofessional group for winemakers in the Languedoc).  I don’t know much of the legal framework, so don’t take any of this as canon.  And feel free to correct me.

La Conf’s complaint

Basically, La Conf is unhappy with the way the CIVL spends its money.  They characterize the expenditures as opaque, wasteful and overly representative of large-scale wine producers.  They refuse to pay any more and demand that past dues be reimbursed.

The immediate question is why they don’t just abandon the CIVL.  But it’s not that simple.  While they can opt out of the the CIVL cotisations by making table wine or vin de pays (or even IGP wine I think), AOCs are a different story.  For example, as a producer of AOC Cabardes, I have to pay a few Euro per hectoliter to the Cabardes ODG (the office that runs our AOC).

And the Cabardes pays over 1 Euro per hectoliter of that to the CIVL who represents the interests of all the appellations (more on this below).  In other words, if an individual in the Cabardes region wants to make AOC wine, that individual will be contributing money to the CIVL.

It’s true that I could just stop calling my wine AOC if I vehemently disagreed with the CIVL.  But I am sensitive to the fact that some winemakers have older properties and have been producing an appellation wine for generations.  It’s almost their cultural right to keep making the same wine under the same name.  Whereas organizational bodies like the CIVL are relatively young (the CIVL was created by a regional decree in 1994; other bodies like Sud de France Export are even younger).

La Conf is angry because they feel that they cannot make Appellation wine without paying the CIVL  and that this money is used to promote high-volume wineries more often than it uses the money to promote small, indie winemakers.  And they can’t stop funding this group without taking Cabardes off their label or drastically rewriting their AOC charters and having them re-approved by the INAO.

My thoughts on La Conf’s objections

For the sake of my readers, I’ve summarized my views in a list.  For those without the time or English skills:

• It’s not a HUGE deal.
• The CIVL does a pretty good job representing small producers
• This issue should be debated in-house at the AOC, not publicly with the CIVL

You can read the details below.

Is this a big deal? Not really.

The first thing I should point out is that this seems like an issue being blown out of proportion.  La Confédération paysanne de l’Aude or La Conf is a group of small scale producers who feel ignored.  By definition, this is a small scale problem.  I get pretty plaintive sometimes too and I rattle on about how I’m a due-paying member.  But the dues are paid per hectoliter.  So a small producer like me is paying something in the order of 80 Euros to the CIVL each year.  Not a huge deal.  Unless you’re a larger scale producer.  But then… you wouldn’t feel unrepresented.

Does the CIVL ignore low-volume wineries?  Not really.

This is a legitimate question, but I’m actually going to side with the CIVL.  While it’s true that a lot of their promotional efforts have a more visible direct impact on large-volume wineries, it’s not the CIVL’s modus operandi.  They’re not Captain Planet villains intentionally trying to steal money from small winemakers.

Sometimes, it definitely feels like they care more about the big boys, but that makes sense.  The CIVL isn’t allowed to play favorites.  They’re supposed to promote the entire region at once.  Or an entire appellation at once.  If you come up with a great idea for just your vineyard, they’re not supposed to help you with that (that’s my understanding).  But they can do an event that promotes a whole region like putting Languedoc wine billboards in the Paris subway (totally made up example).

The most visible projects are often the ones that target the general public (like my subway billboard example).  Creating regional awareness with the general public increases shelf value at supermarkets.  But that billboard probably won’t inspire as many devoted wine lovers to buy a 20+ Euro bottle of wine from the region.  So, to this extent, some of the CIVL’s most visible efforts help big boys more than small wineries.

But other times, I feel that the CIVL is trying to showcase the fact that our AOCs have small elite producers.  It’s just hard for them to do that because they’re not allowed to play favorites.

I do feel them actively trying to find better ways to spend their money.  For example, this year, they’ve changed the way they alot money to appellations.  In the past, the amount of subsidies and help you could get from the CIVL was proportional to how much AOC wine you produced (and thus proportional to how much you paid them).  Now, they’ve removed this restriction and simply award subsidies and loans to the best projects presented to them.  This is hugely beneficial to small appellations like the Cabardes and it’s actually a major set back for larger appellations like the Corbieres.  Now, money goes to the most deserving project instead of falling to the biggest wine producing area.

And we have been successfully working with the CIVL to fund just such a project.  I don’t want to divulge too many details until it’s all official, but it should be really fun.  We presented a solid, uncanny idea to promote a small AOC and they were all about it.

And even though I named the Corbieres above as an example of a big appellation, you shouldn’t worry about them.  Because they presented a creative project too.  The Corbieres is pushing for an extensive web presence, with a facebook page, twitter account, and all that jazz.  They crowd sourced a new logo for the Corbieres and all kinds of cool stuff and the CIVL is helping to fund that initiative.

And full disclosure, the CIVL is sponsoring VinoCamp this weekend under the title “Les AOCs du Languedoc” and “Corbieres” in particular.  This is a drop in the bucket (a few hundred euros) but it shows that they’re open to spending money on reaching specialized small audiences of wine lovers.  This sort of event will not increase supermarket value for the big producers.  This is the sort of sponsorship that will help inspire the purchase of premium bottles from small producers because it’s a small targeted audience.

Should we blame the CIVL? Not really.

Even if you disagree with the CIVL’s spending policies, should you really be blaming them publicly?  Who forces us to pay part of our AOC money to the CIVL?  Technically the winemakers of each appellation force themselves.  We get to make our own charters and enforce our own rules.  Each AOC gets to self-regulate to a great extent.  The INAO is a national body that approves and oversees the enforcement of those rules, but the laws themselves are generated by the winemakers who are also the subject of those laws.  So if we (the members of Cabardes ODG) really wanted to, we could agree to stop paying the CIVL.   There would probably be a big backlash from the CIVL, other appellations, regional government and even the INAO.  But I’m pretty sure it’s feasible.  I think Fitou did this? Feel free to correct me if you know better!

While I understand La Conf’s complaints and I get similarly whiney about some CIVL initiatives (see Grands Crus du Languedoc), I think the proper channel for that debate is within the ODG.  If an AOC-producing winemaker really feels that their AOC’s money should not be shared with the CIVL, they should take that up with the AOC (where they are a voting member) and not the CIVL which really can’t be expected to give back the money they have already spent.

I’ve got an analogy.  As always, my analogies are overstretched and potentially offensive to everybody involved.  So here it goes!  Imagine you live in a democratic country and pay taxes there.  And you realize one day that your country spends lots of money on healthcare.  You’re a scientologist or something so you hate some of the medical practices that the government is paying for with your money.  The way I understand it, you should go to the government and demand change.  What you should not do is go to the hospitals and start yelling at the nurses and demanding lots of money from them.

If you’re concerned about changing things, you go to your self-regulating ODG and fight for change.

By fighting this battle with the CIVL instead of within the ODG, you drag everybody’s name through the mud.  The winemakers look petty. The organization looks corrupt. The region looks doomed.  I feel like this isn’t the best way to handle grievances with the way promotional money gets spent in the region. And Lord knows I have grievances.

This is a slightly ironic view to hold… since I’m blabbing about it on the Internet instead of in a private email to Robert Curbières and his colleagues.  But this is just a blog and La Conf seems to be intent on taking the CIVL to court.  Also, I try to acknowledge that both  parties are putting forth some effort.  Their intentions are good in both cases.  And both efforts are fundamentally flawed in some ways.  But at least there’s effort.

Thierry Desseauve is a really cool dude.  He’s obviously had a huge role in creating the contemporary wine scene that exists in France.  He’s come a long way since his departure from RDF and I’m glad he had time to talk at Vin 2.0 (a conference I talked about previously) since he’s usually busy with the multitude of projects that he spearheads with Michel Bettane.

Actually, with the Grand Tasting right around the corner, I was very surprised to learn that he’d be presenting at Vin 2.0 on the same panel as me.  We bookended it.  I started with a talk on how a winemaker can use social media to build a brand, and he finished.  And this was a great boon because he was able to address a lot of what I said in his presentation.  Several parts of his speech are addressed to me, and I think that in some sense, I was a proxy for all the world’s winemakers making good wine and looking for solutions.

I said some things in my presentation that he could have taken the wrong way.  About the high cost of live events and conventional advertising.  But instead he acknowledged that he as a media man has the important job of finding the people who do value old school marketing while simultaneously placing himself in the arena that folks like me value.

He’s talking about his efforts to change the focus of the wine business.   So that everybody focuses on the drinkers instead of each segment catering to some other middle man without ever thinking about our consumers.

I enjoyed the presentation.

And a big thanks to Isabelle from Vizioz Communication who filmed Desseauve’s presentation and put it on youtube.

For the Francophones out there, this is my presentation at Le Vin 2.0 where I spoke about developing commerce through social networks.  They wanted me to be sort of living proof that independent winemakers could use Internet tools to develop their commerce.

I took the approach that the Internet allows us to publish on any topic and allows us to communicate about things more interesting than our own wines… and if you use the Internet in the way that I describe, you get to make lots of buddies and extend your commercial network.   I think it went pretty well although I had to cut a lot out because of time constraints… hopefully it still packs a punch.

Let me know your thoughts.

I’ll share my thoughts on the entire conference soon and I hope to get more video up… also a big thanks to Vinternet for organizing it and for my fellow panelists for being super-interesting.

(more…)

The winemakers of the Cabardes all got together recently for a dinner in the events room at Chateau Pennautier, often billed as the Versailles of the Languedoc.  It wasn’t the Hall of Mirrors, but it was very cozy and the food was delicious.  Naturally, we all brought wine along, so we drank well too.

One of the most interesting parts of the dinner for you all was probably the short discussion we had right before breaking bread.  Instead of saying grace, we talked shop regarding the new CIVL initiative to divide the plethora of Languedoc AOPs into Grands Crus, Grands Vins, and the rest.

The discussion was Cabardes-centric.  Since we were provisionally placed in the Grands Vins category, we are trying to find a way to get bumped up to Grands Crus.  The video shows Nicolas de Lorgeril (owner of Pennautier) and Olivier Ferraud (Chamber of Agriculture technician and a sort of manager for the Cabardes).  De Lorgeril talks about how we might be able to shift the entire AOP into the standards that the CIVL has set forth for Grands Crus.  Then Olivier talks about how we might also point out that those standards are flawed, favoring appearances over actual quality.

After this little speech we all start eating and I asked a few more questions, but it would have been weird/rude/difficult to film.  The subtext of the video presentation is that the new CIVL hierarchy is still malleable.  This may come as a surprise to all the people who read about it in the trade lately. But the truth is, it’s not yet a law. It’s more a marketing maneouver.  Olivier actually said it was marketing and corrected himself by saying “Communications”.  From his tone, it seemed like he was borrowing that term from the CIVL itself.

This supports my theory that the CIVL owns some kind of trademark on “grands vins du Languedoc” and “grands crus du Languedoc” and they get to decide who puts it on the bottles.  While I believe any AOC wines were allowed to carry the phrase “grand vin du Languedoc” on their labels in previous years, the new hierarchy means the CIVL will now try to prevent certain winemakers from using the phrase unless they meet those requirements.

That explains why the Cabardes ODG (among others, probably) is trying to lobby to get moved up a little.  It seems reasonable to ask for a small amount of time to adapt to the standards the CIVL put forward.  Mostly, that means selling your wine a little less cheap to raise average price. And lowering yield.  Unless we can convince them that they should take foliage into account (a ratio of yield over surface area of leaves).

Anyway, interesting discussion, right?

Another point that came up was that while it’s not a law yet, we all assume the CIVL will seek INAO approval or some sort of legislative reinforcement for this marketing/communications strategy so that it can be comparable to the Classification of 1855 or the Grands Crus in Bourgogne.  Just looking for a little legitimacy.

There’s probably a whole other post to be written on the intriguing switch from legislation to marketing.  While INAO classification used to be the end-all for wine prestige, modern efforts start at the trademark office.  And doesn’t that make sense?  Few people can make any sense of the intricate European wine laws that have built up over the centuries.  In a market dominated by brand-building, maybe the interprofessions are correct to move away from politics and toward marketing spheres.  Grands Crus du Languedoc, Sud de France, etc.

“The web is theoretically infinite; readers value blogs that sort through the confusion to find things of interest. Some of the highest-traffic blogs provide nothing but links.”

That’s a bit from Tom Johnson’s article on Palate Press about the pitfalls of contemporary wine blogging.  He runs his own blog which will apparently change names frequently.  I think the quote above summarizes a concept that I talk about a lot with winemakers.  Aggregate content!  Link to other people!

While Tom’s article picks on wine reviewers and wine bloggers in general, I deal specifically with wineMAKER blogs and I think we have some additional psychological baggage.

Winemakers feel like running a vineyard blog means talking about yourself all the time.  And it’s cool to do that sometimes.  As the Hosemaster of Wine once said, it’s hard to find a blog that primarily focuses on a topic other than the blogger.   But don’t spend all your time doing that.

Unless you’re already insanely famous, very few people will devote time to you on a regular basis just to find out what the weather is like on YOUR vineyard.  And while it’s fun to drum up support for real world wine tastings, only a small geographical area can show up to your tasting.  The Internet gets read by everybody!

“So what do we blog about!?”  You blog about everything.  Writing a good wine blog is probably 90% reading.  You read newspapers and other blogs and then you blog about the most interesting stuff.  But winemakers have an edge.  We are uniquely positioned to hear stuff firsthand instead of discovering them through traditional wine press.  So keep your ear to the ground and talk about things that you find out about in the wine world.   Talk about everybody.

If you spend all day pruning, it’s likely you didn’t get exposed to any cool ideas to put in the blog.  But on a day where you see other people, keep your eyes open and think “would this be interesting to wine drinkers?”

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.