4:41 PM

January 31, 2009 - Sherry Wine

Another Great Sherry Wine Article

Direct Mail Marketing and Wine Labels - What's Your Big Idea?

Not long ago, I read that well-known California winemaker Rodney Strong had passed away. While recounting his professional career, the article cited Strong's innovative direct mail marketing tactics.

An excerpt:

"Strong developed a marketing strategy that involved direct mail in which he offered to sell wine with a buyer's individual information on the label - 'From the wine cellar of so-and-so,' or 'A gift from such-and-such corporation'."  

The program continues to this day, as living testament to its effectiveness.

That story got me thinking about the way we market our products and services in relation to their uniqueness.

For instance:

Why do so many companies today waste time and money marketing average products and services to hard-to-impress consumers? Why don't more companies follow the Rodney Strong model (remarkable product / service idea first; marketing second)?

Marketing the Remarkable

Rodney Strong took something simple but interesting -- personalized wine labels -- and made it available to his audience. Why was it so popular? Because nobody else was doing it at the time. Rodney gambled on an idea, and it worked. He made something that was remarkable to his customers. Then, all he had left to do was tell them about it (in this case through direct mail), and they asked for it by the thousands!

Here's the idea again:

Come up with a remarkable product or service, and then start telling people about it. Word-of-mouth will take it from there.

How Do You Measure Up?

If you struggle when creating your direct mail message, it might indicate that your product or service could use a shot of "the old remarkable."

Or think of it this way...

If you stripped away all the marketing glitz and set your product on a shelf by itself (or described your service on a plain piece of paper) -- would it seem remarkable? Would it impress members of your target audience? Or, are you relying on your marketing to add the pizzazz?

Instead of struggling to promote something average, dig deep to find the above-average aspect of what you're selling. If there isn't such an aspect ... go back to the drawing board and make one.

* You may republish this article in its entirety as long as you include the byline and author's note. If publishing online, please leave the hyperlinks active.

About the Author

About the Author

Brandon Cornett is the editor of PostcardSmart.com, the Internet's largest website dedicated entirely to direct mail marketing with postcards. For more expert articles on postcard marketing, visit http://www.PostcardSmart.com. For daily direct mail tips, visit http://www.directmailtips.blogspot.com

Thoughts about Sherry Wine

Direct Mail Marketing and Wine Labels - What's Your Big Idea?

Not long ago, I read that well-known California winemaker Rodney Strong had passed away. While recounting his professional career, the article cited S...

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Recommended Sherry Wine Items

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6:05 AM

January - Wine Vintages

A Wine Vintages Artilce for Your Viewing

Wine Fermentation

What is wine fermentation?

In short, it is the complex action whereby the living organism of yeast breaks the sugar down into carbon dioxide and alcohol. The action of the yeast on the sugar continues until the volume of alcohol has reached somewhere between 12.5% to 14%.

At this stage, the yeast organism is destroyed by the alcohol it has produced and fermentation ceases. This is what is known as a natural wine. Most commercial products come under this category until they have been fortified. This period of fermenting in the tub can be a dangerous time. Because of this, the fermentation process should be completed as soon as possible (even at the risk of losing a little of the wine's bouquet).

Next, we must then keep the brew warm. Our goal here is to bring about ideal conditions in which the living organism and yeast cells can multiply more rapidly. Warmth helps to ensure this. The faster they multiply, the more rapidly they convert the sugar into alcohol and therefore, the sooner the yeast destroys itself.

Do not be tempted to keep a brew hot during fermentation. During warm weather, any odd spot will do for a fermenting brew. Also, a warm spot in the kitchen or in an airing cupboard is as good as any during the winter.

After 14 day of fermentation in a warm place, the wine can be bottled or put into stone jars. This is the time to add the isinglass.

Adding the Isinglass:

Isinglass is not needed to clarify flower or fruit wines made with the recipes given at www.e-homewinemaking.com. These wines will clarify themselves quite readily within a few weeks of fermentation. Nor is isinglass an absolute need for clearing root wines. However, I have found that root wines and wines made from a mixture of roots and fruits, do clear more readily with the help of isinglass. For this reason, some recipes will instruct you to "proceed with isinglass and bottling".

When put into wine, isinglass forms an insoluble cloud which surrounds the minute solids in the wine and gradually forces them to the bottom of the bottle.

Besides assisting the clearing process, isinglass helps to solidify the lees, thereby rendering them less easy to disturb while moving the bottles or when wine is poured from a bottle containing lees.

There are many methods of using isinglass, but the one I use myself without fail results is as follows:

Take one quart of the wine and warm it very slowly in a saucepan. Next, crumble 1/8 of an ounce of isinglass over the surface of this wine and then stir with a fork until everything is dissolved. Then pour it into the rest of the wine in a circular motion.

Many people advise dissolving the isinglass in a small amount of water. As we've seen, ordinary tap-water quite often contains wild yeast; the very act, then, of using water might well ruin all of our efforts to keep wild yeast out of the wine.

When purchased from a chemist in 1/2 ounce or 1 ounce quantities, the amount required is easy to calculate, and this is usually plenty for one gallon of wine.

When the isinglass has been added, put the wine into sterilized bottles or jars and cover as already directed. The wine must then be returned to a warm place, and kept there until all fermentation has ceased.

If the wine were put in a cold place the yeast might go dormant and the wine would not be able to ferment. If it were later moved into a warm room, or the weather happened to turn very warm, the yeast would become active and start fermenting again. In a warm place, fermentation will not fail.

If you happen to notice that the top half-inch of wine has become crystal-clear, seal the bottles at once! This is a clear indication that fermentation has stopped. Unfortunately, we rarely get this invaluable guide.

When all fermentation has stopped and when no more small bubbles are rising to the top, the yeast is dead. Fermentation cannot begin again unless wild yeast or bacteria get into the wine and start that souring ferment that I've previously mentioned. Perfect air-tight sealing at the earliest possible stage of production is critical.

Push the cork down hard and seal with sealing-wax. If screw-top bottles are available, use these if you prefer. Personally, I never use any other kind when I can find them. Remember that the yeast is dead, so fermentation cannot begin again and explode the bottles or blow the corks unless wild yeast or bacteria reach the wine. Screw-top bottles are, then, the obvious choice.

About the Author

James Wilson owns & operates www.e-homewinemaking.com, a site providing wine-making tips, tricks and techniques. If you're interested in making your own wine, visit www.e-homewinemaking.com today and sign up for the FREE wine-making mini-course!

Thoughts about Wine Vintages

Wine Fermentation

What is wine fermentation?
In short, it is the complex action whereby the living organism of yeast breaks the sugar down into carbon dioxide and alcoh...

Click Here to Read More About Wine ...

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