The Grapevine

Versatility as a Marketing Point

October 4th, 2017

A Swiss Army knife isn’t going to replace a whole workshop full of tools, but it can certainly be a very handy and useful tool all by itself. And sometimes that simplicity – one tool to cover whatever comes up – is really attractive. Even in the world of wine. [level-members]

As this Washington Post article says, “Cotes-du-Rhone may be an ideal all-purpose red wine: It’s great to sip by itself, and it pairs beautifully with a wide variety of foods, from braised chicken and beef to hearty grilled meats.”

You may or may not agree with Cotes-du-Rhone being the best all-rounder there is in the wine world, but whatever you feel fits that bill, it can be an attractive varietal to go long on. Meaning, for those folks who aren’t interested in “micro-matching” their food and wine pairings, being able to offer something akin to fashion’s little black dress or blue blazer can be quite appealing. Dress it up, dress it down, it works no matter how shows up unexpectedly – or what you decide to have for dinner.

This can make case sales that much easier as customers worry less about whether they’re going to find an opportunity to drink 12 of the same bottles.

Even as you cater to those customers who really like to fine tune their wine experiences, you should embrace simplicity for those who are more interested in setting it and forgetting it.