THE BOOZE BIN
By Cassandra Bianco (@cnbianco)
Stories move us. They give us meaning and help us sequence otherwise overwhelming messages and facts. For marketers, storytelling authenticates all, especially when the big fish speaks directly in-person to the consumer.
Storytelling is how to get the consumer to join your tribe.
Last night I attended Australia Redux, another Noble Rot event, hosted in collaboration with Bernard Hickin, Chief Winemaker at Jacob’s Creek Vineyards. I enjoyed tasting the wines, while discussing how (entrepreneurially) inspiring the Banksy documentary is with event-designer mastermind Adam Aleksander, and chatted with Darryl Robinson on the importance of educational marketing campaigns, specifically with wine products.
So in between the catch ups, winemaker podcast and noshing on Tuck Shop meat pies, I realized that these events are the best added value a wine brand can offer, to achieve endearing loyalty.
And on this note, I shall take the opportunity to plug that my team and I excitedly just announced our Thursday, May 5 livestream of the upcoming 2011 Rioja Grand Tasting events. During the live broadcast, wine aficionados all over the globe can tweet questions to Rioja winemakers, and to cool folks like Paul Grieco, co-owner of Hearth Restaurant and Terroir in New York.
In the spirit of Mark Twain’s famous words, below I included the Australia Redox invite—a great example of how to peak interest.
History will tell you that Australia is a continent of vast unknown and traversed landscapes, home to a ruling majority of the world’s most deadly creatures, arid deserts and unexplored hotbeds of archeological history. Australia may contain the secret to life itself…! And of the scores of European cultures that have descended upon its shores in efforts to populate and conquer the continent, we may in the coming years be thanking the many early German Farmers who begat Australia’s wine country. As the wine-growing community undergoes its Renaissance, the fruits of their labor will undoubtedly yield great benefits to us all, and so it is in the spirit of defining a wine culture that we present an evening of Australian Regionality with one of the country’s most well-known wines: Jacob’s Creek.
The year was 1847. The man was Johann Gramp. He missed the wine he used to drink in Bavaria, his homeland, and so he planted some vineyards to make a wine. Join us as we explore Gramp’s present day wines and learn of their evolution over time .
And here is what you may expect:
- SIP: A welcome glass of JC’s blended Charonnay/Pinot Noir Sparkling wine to liven your palate and perk up your senses.
- LEARN: The Noble Rot Talks - a short recorded podcast with Jacob Creek’s Chief Winemaker, Bernard Hickin. We’ll learn about Australia’s grape-growing history and Germanic roots and discuss the differing micro-climates of Barossa Valley, Adelaide Hills, Coonawarra and other wine regions you’ll eventually be able to pronounce. Mr. Cigar and Bernard will attempt to out-saber each other with wit and claims of legitamate wine-speak, as you sip faithfully on a crisp and delightful Chardonnay.
- DRINK: Taste your way through JC’s: Adelaide Hills Reserve Chardonnay, Adelaide Hills Pinot Noir, Barossa Shiraz and Coonawarra Cabernet Sauvignon.
- FEAST: An array of small plates, paired to highlight each wine by Chef Christine Wells of The French Cullinary Institute to entice your palate throughout the evening with delicious Tuck-Shop meat pies lending a local-Australian flair to the night.
- CHALLENGE: Sit down at the Sensory Challenge Table with Bernard and the Noble Rot crew and test your own sense-memory and vocabulary. We’ll have aromas in the form of liquids and solids reminiscent of flavors in the wine as well as black glasses that will confound you in your efforts to recall what you’re tasting.
- Full pours, incredulous banter and side-line encouragement from Noble hosts, Jonny Cigar, a self-appointed Master Sommelier and Brian Quinn, a State-Certified Absolute Gentleman.