The world of wine marketing is often shrouded in mystery, with strategies as intricate as a well-aged Bordeaux. On a recent episode of After School: The Wine Podcast (listen to the episode by clicking here) hosts Keith Wallace and Alana Zerbe pulled back the curtain to reveal how marketing shapes our wine preferences. Along the way, they uncorked a beautiful rosé from Provence, the Minuti M bottling, and shared anecdotes that bring the wine trade’s hidden mechanics to life.
A Taste of Rosé
“This is classic vin gris,” Keith noted as he swirled the pale pink liquid in his glass. The wine, harvested early for high acidity and subtle phenolics, showcased the finesse of Provence rosé. Alana added, “I’m getting crushed red raspberries, a hint of quince, and a touch of earthiness—just a whisper of mushroom.” The duo’s enthusiasm for the wine set the stage for a deeper dive into the forces that make rosé a summer staple.
The Power of Influence
The rise of rosé wasn’t organic, Keith explained. “Back in 2016, rosé had a reputation problem. People thought it was overly sweet.” But a well-funded campaign, spearheaded by trade groups and bolstered by European Union funding, aimed to change that perception. “This wasn’t about advertising to consumers,” Keith said. “They targeted sommeliers, wine buyers, and industry insiders.”
Keith and Alana recounted a pivotal moment when they were invited on a lavish cruise around Manhattan. “Everyone had a glass of rosé in hand,” Alana recalled. “It was all about creating an experience.” The event was part of a multi-million-dollar campaign to elevate rosé’s image. “Even though we knew we were being marketed to,” Keith admitted, “the quality of the wine and the connections we made left a lasting impression.”
Behind the Scenes: Paso Robles
Rosé isn’t the only success story in wine marketing. Keith and Alana reminisced about a 2012 trip to Paso Robles, organized by the region’s AVA (American Viticultural Area). “They wined and dined us, introduced us to winemakers, and showcased the best of what Paso had to offer,” Keith said. “Even though I’m aware of the marketing angle, I still recommend Paso to this day.”
Alana chimed in with a humorous memory. “Remember the tarantulas? We were bouncing down a fire trail in a Jeep, and I swear, those spiders were the size of cats!” Despite the arachnids, the trip solidified Paso Robles as a must-visit wine region for the pair.
Marketing’s Ethical Tightrope
The podcast didn’t shy away from the ethical dilemmas of wine marketing. Keith posed a provocative question: “Am I unduly manipulated?” He acknowledged the influence of these experiences but emphasized the importance of balanced education. “When I teach a class on Paso, I highlight both the strengths and the shortcomings of the region.”
The Versatility of Rosé
As they sipped the Minuti rosé, the conversation turned to pairing possibilities. “I’m more rosé-forward,” Alana confessed. “It’s perfect for everything from omelets to ceviche.” Keith, ever the skeptic, admitted, “Rosé pairs well with many dishes, but it’s rarely the best pairing.” Still, the wine’s refreshing acidity and red fruit notes won them both over.
Lessons for Wine Lovers
The podcast ended with a reflection on the broader implications of wine marketing. “Whenever a new wine trend emerges, ask yourself: Who benefits?” Keith advised. “Sometimes it’s benign, but other times it’s a calculated effort to shape the market.”
For those considering a career in wine, Alana offered a silver lining. “One of the perks of this industry is the travel and experiences. Being courted by the wine trade has its benefits—if you approach it with a critical eye.”
Closing Cheers
As Keith and Alana raised their glasses to conclude the episode, they left listeners with a parting thought: “Drink well, stay curious, and never stop asking questions about what’s in your glass.”
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