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Old World vs. New World
I don't want to make a big deal out of wine labels. After all, the really important stuff is inside the bottle, not outside of it. But I can't let a brief conversation I had with a European at the Restaurant Show this week go unremarked because it offers some insight into the way Europe thinks.
After rinsing my tonsils with a very nice red from Georgia (the country, not the state), I begged her indulgence.
"Do you mind if I offered you advice about this wine?" I recall asking the young woman, who was a part of the Georgian entourage. She nodded OK.
"I think the label is wrong for the American market."
She frowned even more when I explained that it looked old-fashioned and contained too much information (see above). I pointed to a row of colorfully labeled wine bottles across the aisle (see bleow).
"That's what we Americans want," I said helpfully.
The woman, whose name I didn't get, spit on the floor and called me "an American dog." Well, not really. But she nonetheless strongly objected to American tastes, declaring that a European would never buy a bottle that looked so trendy. She should know. She's part of an economic development team that markets Georgian wines throughout the world. Part of her group was in Tokyo at the moment, she added.
"We would not think the wine was any good," she asserted, "even it was."
European vinters, she added, included vital information on the label, something that consumers wanted. No way, would Georgia change its wine labels to suit us.
Their loss, I guess. But you, dear reader, may judge for yourself if I was out of place with my humble suggestion for modernity, American-style.
Old World vs. New World
May 22, 2008
I don't want to make a big deal out of wine labels. After all, the really important stuff is inside the bottle, not outside of it. But I can't let a brief conversation I had with a European at the Restaurant Show this week go unremarked because it offers some insight into the way Europe thinks.After rinsing my tonsils with a very nice red from Georgia (the country, not the state), I begged her indulgence.
"Do you mind if I offered you advice about this wine?" I recall asking the young woman, who was a part of the Georgian entourage. She nodded OK.
 |
| Old World wines |
"I think the label is wrong for the American market."
She frowned even more when I explained that it looked old-fashioned and contained too much information (see above). I pointed to a row of colorfully labeled wine bottles across the aisle (see bleow).
"That's what we Americans want," I said helpfully.
The woman, whose name I didn't get, spit on the floor and called me "an American dog." Well, not really. But she nonetheless strongly objected to American tastes, declaring that a European would never buy a bottle that looked so trendy. She should know. She's part of an economic development team that markets Georgian wines throughout the world. Part of her group was in Tokyo at the moment, she added.
 |
| New World wines |
"We would not think the wine was any good," she asserted, "even it was."
European vinters, she added, included vital information on the label, something that consumers wanted. No way, would Georgia change its wine labels to suit us.
Their loss, I guess. But you, dear reader, may judge for yourself if I was out of place with my humble suggestion for modernity, American-style.
Posted by David Farkas on May 22, 2008 | Comments (1)
June 4, 2008
In response to: Old World vs. New World
Mariona Vidal commented:
In response to: Old World vs. New World
Mariona Vidal commented:
Thanks for your aportation, I am an MBA student preparing an essay about Old and New World wine producers. The old world lost market share because of its traditional approach and its stretchement to traditional and conventional ways of doing it. New World, on the contrary...was able to adopt wine as any other product and marketed as market demand was asking in the moment. the strategy goes from push to pull and this is what Old World producer should recognize and, if they want to compete, try to modify. tHANKS,
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