The Grapevine

Discussing the Health Benefits of Wine in Your Marketing

December 23rd, 2015

Handled intelligently, the health benefits of wine can be a nice topic for discussion. Your audience is probably pretty receptive already. [level-member]

One important point to remember on this is, as we’ve pointed out recently, you can’t believe everything you read on the internet. So be careful not to claim too much and, wherever possible, cite your sources.

Speaking of sources, here’s an excellent article from the Mother Nature Network which, while I can’t claim to know it well, does not strike me as an organization with an axe to grind. That said, take everything with a grain of salt – it can be hard to root out untoward relationships and quid pro quo arrangements. (Did a large wine distributor perhaps donate to MNN to fund “research?” Doesn’t seem likely in this case, but being skeptical is probably your best defense.

Remember, your audience is probably receptive to these messages, which is why they can be such great conversation starters for social media content and email marketing newsletters. But it also means that the confirmation bias is in play. People accept information that supports what they believe and reject what they don’t agree with. So when it comes to promoting the responsible use of alcohol, it pays to bear that in mind. Not everyone needs encouragement …