Market Research Explains Kendall-Jackson Chardonnay
In a publicity survey conducted before Valentine’s Day, Apothic Red uncovered data that explains what is, to me, one of wine’s enduring mysteries: the ubiquity of K-J Chardonnay.
Nearly half of men (44%) agreed that knowing how to choose a wine is important upon a first meeting. A majority of people (79%) feel that pretending to know a lot about wine is worse than admitting that they are a novice. Two-thirds (67%) of women think buying an expensive bottle is just a way of showing off.
So, to recap, the best way to impress your date is to confidently order inexpensive, familiar wine.
OK, then. Mystery solved.
February 21st, 2011 at 2:25 PM
“…the best way to impress your date is to confidently order inexpensive, familiar wine.” Wow. So simple, yet penetratingly insightful. I’m going to try that out on date night.
February 21st, 2011 at 2:34 PM
Another thought: In contrast to your summary, the headline of the survey advertises different conclusions: “Knowing Your Wine, Acting Mysterious and Using Facebook/Twitter Are Factors for Success”.
I guess the folks at Hunter PR haven’t taken the time to get to know their client – the parent of such sophisticated labels as Turning Leaf, Livingston Cellars, and Carlo Rossi. According to their (rather creative) interpretation of the survey, “Knowing Your Wine Will Win You a Second Date”. Apothic isn’t a half bad drink, but it’s tough not to smork when thinking about that sound byte in the context of the client’s portfolio of brands…
And, yes, I did shoe horn the word “penetrate” into that last post on purpose.
February 21st, 2011 at 3:12 PM
I’d have gone with, “I did slide the word ‘penetrate’ into that last post” myself, but then I don’t know when to quit.
I think that, in this case, PR people and I have different goals in interpreting the data. I’m looking for material to crack wise about, and they’re trying to sell wine. I suspect Apothic (and Gallo) will find my post useful; I suspect Kendall-Jackson will not. All this for what is, realistically, a grade-C joke that is more obligatory than it is actually funny.
Penetrate that.
February 21st, 2011 at 4:01 PM
KJ chardonnay was, according to the numbers I saw, the best selling wine in Texas in 2010. In case anyone wants to get serious.
February 22nd, 2011 at 10:42 AM
Get serious about what?