- Two popular drinks where differentiation among varietals and preparation are distinct
- Two products that are wholly dependent on soil, location, climate and the care of the grower.
- Two global agricultural crops where sustainability has a market value.
Starbucks has educated many folks on the value of sustainable agriculture. Now is the time for the savvy wine marketer to swoop in behind, leveraging that education, illustrating its value in fine wine, and their brand in particular.
For the vintner, the question is how does his brand merchandise sustainability. Since most wineries are beyond ignorant in merchandising, that’s a moot point. For vintners, sustainability is real commitment, but when it comes to selling wine, sustainability is relegate to a page on the web site, only barely more important than the stainless steel fermentation tanks when it comes to selling product, (he said sarcastically).
Still the opportunity is real.