Thursday, December 5, 2013

Do you get it?

There are exactly 2 kinds of buyers in the world. Buyers that get it and buyers that don't. Buyers that get it, endeavor towards balance, diversity and harmony, buyers that don't, are too caught up in one thing (for everyone, that one thing is different).

The buyer that "Gets it":
Looks for a solid worldview for their selection, diverse enough to have something for everyone that walks in and balances commerce/ profitability with being a great steward for wine. They positively challenge their clientele, educate themselves and build a community around what they are doing. They never brag or bully, rather, they empower. They view the wineries and distributors as partners.

The buyer that DOESN'T "Get it":
Is always chasing after something. They buy to either feed their ego, brag about what they got that no one else could, or ride a wave of popularity. They are likely to buy on scores and articles about vintages over trusting their own judgement. They price shop on the internet. They don't respect the distribution or care about partnering with the people that sell them the wine. They are always looking for the next "deal". They want to gossip about their competitors. They are likely to put a wine on a list or a shelf because 1 customer complains, rather than helping that customer find what works within their carefully chosen set.

Because there are people that don't get it, we have wines where marketing and labels are more important that terroir or character.We have companies that try to fill the price point and demographic. We have concocted animal labels. We have $25 crappy Pinot Grigio and $200 over oaked Napa Cabs. Bordeaux changed their winemaking. Australia Burned too bright and then burned out, because people didn't get it.

If you are a buyer, please, "get it".

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