Let’s talk for few minutes about the american market. More than any other market, your wine needs to be well positionned and you need to have media coverage. If you have the right price, the right points from the influencial magazines or wine writers, then you’re on stage!
After that, whatever the quality in the bottle. Not saying that if you have great ranks means that you have great quality, but it doesn’t mean the contrary either. I am not talking about great names of grand cru and other of the sort, or reknown wineries – but of the others. Now, the hard part is for the wines that are actually delivering quality but have not been discovered by the writers.
For these, no matter the quality in the bottle, they’d better have a very good price positionning. Well, if the wine is not known, the winery is not either, even if the appelation is recognised, you’d better be at a middle or low price range. You are asked for these ranks from wine writer or magazines, and you are asked for an eye catching packaging.
Basically, and I think it’s been the greatest lesson I learnt in the USA: the quality doesn’t matter.
Tough luck for the wineries who always thought they just had to produce quality, and they would always get recognition for it. It doesn’t work this way. More precisely, I should add quality alone doesn’t matter. It is important, but it’s not enough when it’s time to sell your wine, great quality without sales and marketing strategy doesn’t sell. Quality will help to sell that second bottle, but not the first one.
So unfortunately quality alone is not relevant when you talk sales. Sad when you believe in your wine, but this is the market reality.
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