Like many companies in the food, beverage and hospitality industry, Seagram cocktail receptions and meals were somewhere between elaborate and over the top. A long list of third world countries could feed their people from the leftovers of a cocktail reception.
A good friend and former colleague had a wonderful way of putting it, “At Seagram, you didn’t become a millionaire but you sure lived like one.” Or, at least, ate like one.
Two stories come to mind.
Buffalo Trace newsletter reported the results of a study by the Wine Marketing Council on the state of the wine industry in the US. The findings indicate that the consumer base is expanding with consumption at 291 million cases in 2011, which is up from 278 million in 2010.
Nevertheless, a spokesman for the Wine Council was quoted as saying, “Wine remains an enigma, a mystery, and we have to solve the mystery if we want to expand the consumer base.”
I think I have the answer. Borrow a page from the vodka folks and use strange flavors (cake, whipped cream, marshmallow, bacon, etc.) to expand the market.
Or, better yet, I came across a blog posting that would fit the de-mystifying of wine and broaden its appeal. Wine fermented from strange ingredients.