Issue 02/2017

Saturday, 6. May 2017 - 10:00


This year we’ve run two stories that between them have had more views, shares, likes, and reactions than anything we’ve ever done before.
The first is The Art of Wine Storytelling – featured in Issue 1, 2017 and now also online – which looks at what research shows about the value of telling stories. New data analysis and brain imaging techniques have allowed researchers to understand how stories hook into the brain, activating an emotional response. Not only is it a fascinating subject area, but it seems to have tapped into a deep wine industry need. Many people contacted us either to tell their own stories, or to ask for help as to how they could identify their tales and tell them effectively. Fortunately, a follow-up article was already planned. Turning Stories into Marketing, which begins on page 24, gives some tips and insights into how you can take a story and break it down for social media and other communication purposes.
Rebecca Hopkins, was involved with that first story and its follow-up and also coincidentally wrote the other story that got a huge reaction. Her piece The Challenges of Working With Wine, featured on our website, detailed the difficulties of staying healthy and at a good weight while working in an industry where constant eating, drinking, and international travel is the norm.
The response was beyond anything we have seen so far, with wine writers, sommeliers, executives, educators, and others from a wide spectrum of the industry calling, writing, and emailing to tell their stories. Some of the stories were, literally, sobering, with a couple of well-known people confiding that they have had to give up their wine careers because it’s become a problem for them. Others struggle with weight from the sheer volume of fine food that’s on offer. But what we also heard were the different and effective solutions that people have come up with. If you’re interested in reading that story, it’s called Responses to The Challenges of Working With Wine, and it’s available on our website.
There are other issues in the wine industry that also demand solutions, one of which is the problem of how to get the next generation interested in taking over family estates, especially if their own families have struggled. This is the case in a number of places in Europe, particularly in French regions that have experienced a downturn. The indefatigable Michel Chapoutier has come up with some intriguing and positive solutions, which you’ll find on page 64.
Another more recent problem to emerge is the wine fault commonly known as ‘mousiness’, most often seen in natural wines. Simon Woolf has written a very engaging account of what mousiness is, and how winemakers are tackling it, found on page 34.
And, of course, this issue also includes Power Lists, market data, interesting discussions, and more, plus an interview with Guillaume Deglise, the CEO of Vinexpo.
Felicity Carter

Content of this issue

Meet the CEO of Vinexpo

Guillaume Deglise brings considerable wine trade experience to his role as CEO of Vinexpo. He talks about the role of the trade show with Robert Joseph.

The new breed of Russian consumer

The days of oligarchs filling their bathtubs with fine French wines are over. In their place has come a new generation of wine-loving consumers.

How to share your wine story

Storytelling is an immensely useful marketing tool for the wine trade. But how do you tell your story across social media and other channels?

Prosecco gets a makeover

Not content with turbocharging the sparkling wine market, Prosecco producers have now got their sights set on the luxury sector.

Power List: inside Germany

Germany can be a difficult market to understand because it's so fragmented. We've created a handy guide to the top distributors and retailers.