After navigating our client’s business and company growth during the last two roller-coaster years, I was ready for a significant break. Armed with credits from two canceled vacations and many pent-up credit card miles, I cashed in for an extended European visit in July. While there, my husband and I traveled to and stayed in four major wine-tasting regions: Alsace, Champagne, Burgundy, and the Rhine/Mosel. While there are countless and apparent differences between how France, Germany, and the US promote tourism and sell wine directly to customers, there are equal similarities if you look hard enough. As a native of Napa, wine tourism and marketing wash over me. But, on this trip, I found myself in the rare role of a focused tourist. So, I became aware of the marketing cues and delivery vehicles and noted what worked, and what didn’t.  HERE’S SOME OF WHAT I LEARNED: 1. YOU CAN’T JUDGE A BAGUETTE BY ITS CRUST. If I were to ask you to paint a picture of your idea

Afternoon Brief, July 13th

Iconic Italian Wineries Partner on Wine in Space Project: Three iconic Italian wine producers, Gaja, Biondi-Santi and Feudi di San Gregorio, have announced they will partner with the Italian Space Agency (ASI) and the Italian Sommelier Foundation (FIS) on a ‘wine in space’ project...