When I first heard about Cabernet Day, my immediate reaction was to jump on board.  And I kind of assumed that everybody would follow me unquestioningly… but there have been some questions, rightfully posed, as to why exactly I’m hosting a Cab Day event in the Languedoc.  I want to take a moment to explain what Cabernet Day is and why I want lots of people to participate.

Here is the facebook event page for Cabernet Day at O’Vineyards

What the heck is Cab Day?

On September 2nd, a bunch of people around the world will drink Cabernet Sauvignon and talk about it online.  A lot of the talking will happen in real life too at special events organized in wineries around the world.  But a lot MORE of the talking will be happening online.

Some will blog, and even more will casually tweet with the hashtag #Cabernet.  It’s called a tweetup (twitter meetup … I really hate web-related portmanteaus).  And while I personally wanted to have a real-life party, the success of Cab Day will largely be measured by the participation on Twitter and the rest of the online chatter channels.

So that’s basically what Cabernet Day is.  In all transparency it is organized by Rick Bakas, “social media director” for St. Supery in Napa Valley.

Does there need to be a Cab Day?

Cab Day is about celebrating the grape varietal Cabernet Sauvignon, a varietal that is so popular it seems like it doesn’t really need to have a party.  So I guess that’s why some people are asking me “Do we need a Cab Day?” and “Why are we doing Cabernet?”

I’m gonna answer these questions in two parts.  Part 1, since when do we have to attach moral imperatives to wine parties?  Part 2, I need to communicate how awesome Languedoc Cabernet is.

Why people want crazy moral imperatives to party? – A lot of the people who are really into tweetups are also into promoting obscure varietals and communicating on more esoteric themes than Cabernet Sauvignon.   I like talking about rare grape varietals too, which lets you communicate on themes like authenticity, local culture, history, etc.  But I also realize that a mainstream subject can be just as interesting as an obscure one.  And more mainstream topics can bring more people into the fold while very obsucre topics can sometimes alienate people who don’t feel “initiated”.

The interesting mainstream topic – The Languedoc is not known for it’s Cabernet Sauvignon.  We’re a Mediterranean region and you can’t grow Cabernet just anywhere around here.  So the few parts of the Languedoc that do make great Cabernet Sauvignon absolutely must communicate on that.  So I’ll try to round up some Cabs from the Malpere, Cabardes, Aniane and so on.  Cab Day is going to get a lot of people online who are interested in the grape varietal and we’ll be able to talk about how certain parts of the Languedoc make really great Cab.  Sounds like a great opportunity!

And I hope other winemakers and Languedoc fans will take up the banner with me.  Come visit on September 2nd or send your friends.  We’re gonna drink great wine, have a blast, and it should be a lot of fun!

Thanks to Pierrick from MySocialWinery who video recorded the conference with Rick Bakas from St. Supery in Napa Valley.

The presentation is a little dry if you’re not in the biz, but I think Rick has some very interesting experience and he shares some truly outstanding numbers. In a time when everybody in California was hurting, St. Supery saw some impressive numbers, retaining their wine club members and increasing direct sales despite the fact that the economy is hurting. And without pitching the wine directly!

Cool insights. Thanks, Rick!  And Rick has a book coming out called QuickBites.

There’s also an interesting moment where Rick talks about catering to a client who didn’t like the bottle (way beyond the call of duty) and then it turns out that she’s a writer for the New York Times.  While the story sort of enforces the idea that a traditional journalist is way more important than a normal consumer and he lucked out, there’s also this theme that you should treat everybody like an important journalist. Customer is king. And sometimes, it turns out they are actually secret journalists or Zeus disguised as a swan.

But beside the risk that every client is Zeus disguised as a swan, you just have to be nice to wine drinkers because they are people and you should be nice to everybody.

There’s another moment of VinoCamp Paris where Vicky Wine said something very nice about my wines (or about me).

She said that it is very important for winemakers to connect with wine drinkers.  Because when she drinks a wine, she makes judgements about the winemaker or the label or other things that float around outside the bottle. And one of the reasons she likes my wine is because she knows all the stuff I’m doing online, and all the tastings I do, and (as somebody in the group quips) because we are buddies.  But there is no shame in being buddies!

😀

And I don’t have video of it, but Emmanuel Delmas said something to the same effect.  It’s unavoidable that once he meets me or sees my videos online, my wine will have a sort of exuberant, energetic feeling.  It’s a happy wine!  And then we’re left wondering if the wine truly resembles the winemaker or if it’s just that we’re influenced by our perceptions of the artist. . . . interesting questions!  And all arguments for the winemaker to make themselves visible online (when time permits).

More coverage of VinoCamp Paris:

• Session on OenoTourism
• Session on Geolocalisation and cartography