Just for fun, I thought I would write an “elevator pitch” to sell Rioja (the whole region) - convince someone to bother looking into Rioja further. This might not work on journalists or “experts” but I was still thinking of that technology investor type, unfortunately caught in the lift with me for 30 seconds.
Here is my first attempt, written on my recent train trip to Manchester;
Rioja offers elegant wines expertly aged in barrel and bottle, sold ready to enjoy but capable of extended ageing.
The simple classification system, concentrating on style rather than sub-regionality, makes them easy to understand and allows producer brands to guide novice buyers.
These are predominantly blended red wines dominated by Tempranillo, but the range of styles offers something for all drinking occasions: by the glass, informal and fine dining.
Novices can find reassurance and consistency. Experts can discover nuances and individual terroirs.
As well as tradition and history, the strength of the regional brand, and the established players, means that there is a great deal of experimentation, innovation and quality to be found as well.
If you wanted to learn about a wine region in more detail, Rioja is the best place to start.
What do you think? Not aggressive enough maybe, but I’ve tried to avoid details whilst trying to bring out some of the key differences.
Anyone out there willing to give it a try? Do you have an elevator pitch of your own for your blog or product? I’d love to see other good examples out there for the wine world.
(Photo “Submerged Like An Elevator By The Wire” courtesy of DerrickT)
OK, I’ll put my critical hat on…
I’m not getting a core message as to why I should buy Rioja.
It isn’t until the third paragraph we have the colour and grape variety. The second para is complicated and — well - a touch of the ‘protesteth too much’: if the classification was that simple it needn’t be mentioned.
Last para; do people buy wine in order to learn about a wine region?
ok, point taken, but it is my first attempt
I’m not sure that the issue of colour and grape variety matter as much - the point is that Rioja does not sell itself based on grape varieties first and foremost, but on the ‘expert ageing’, the grape in some ways is incidental.
People will also assume classifications are complicated, but maybe I need to show HOW & WHY they are classified to prove the point.
As for the last point, you are right. I was back in the venture capitalist scenario selling the business and not the product. I shall try pass 2 soon
thanks, and very nice to chat to you in person at the London Wine Trade Fair
Most unusually for your writing, it lacks passion, that’s all…
OK, more passion, as well as other improvements, in take 2 coming soon