Thursday, February 25, 2010

An interesting response to one of my Twitter questions from Danny de Nobrega

From: "Danny de Nobrega"
To: Mike Ratcliffe
Subject: Response to Twitter question

Dear Mike,
Since gaining interest (for both professional and personal reasons) in the marketing of wines and particularly those in the luxury segment, I have learned that you have achieved great success in the marketing of your Warwick and Vilafonte wines. I have also noted that you are somewhat regarded as a pioneer in developing and implementing new media strategies to market wines in the top-end market segment.
I have thus been following your blogs and Twitter updates and pondered before how relevant and effective these new media tools are with regards to effectively reaching the top-end consumer.
After reading your Twitter update and accompanying blog post regarding this question I gave it some more thought… Here is my two cents:

Do Wine Blogs Impact Your Brand? Read this article then let me know your thoughts.

I now certainly believe that blogs have an impact on your brand, both in terms of brand awareness and brand equity.
Besides the inherent following a blog may have it seems a growing trend for credible bloggers to be aggregated into major online portals. Your brand may be viewed by the blog's direct followers - where that post gets fed into other portals, newsletters, etc the brand exposure gained becomes significantly more than the blogs followers. I believe this will become a growing trend as many of the top bloggers are experienced writers and journalists by profession and bring with them the credibility that will ensure their posts are aggregated and viewed by a larger audience.
That covers the positive impact bloggers could have on brand awareness.
Now for brand equity. The effects of a positive review or post on a brand is obvious with regards to the blog's direct community. Furthermore as brands in the past had sought out influencers and early adopters and appealed to their brand aspirations, so brands could benefit from bloggers, which in my opinion have become the influencers and early adopters in the new media and online arenas. Thus I believe a positive brand message spread by a credible blogger not only increases brand awareness beyond what is initially thought but also builds positive brand equity. They could steer a potential customer to their initial trial or purchases. It is here however where the offline brand touch-points come into play. All aspects of the brand identity and image should be consistent and live up to its brand mantra or message.
I believe the impact of blogs can be really positive if a brand adheres to the rules. As all new media related articles or posts would say; brands in the online arena should aim to start and build a conversation and not force itself upon online users. I don't believe "buying" a blogger would ever work or as your blog posts says; never get in an 'online flame war'. I believe that this "honest" review of one's brand ensures that bloggers maintain their credibility as influencers and early adopters – ultimately to the benefit to the brand.
In short, wine blogs impact your brand.

Kind Regards
Danny de Nobrega
Luxury Brands
Tel: +27 21 702 3436
Fax: +27 21 702 3437
Suite 181, Private Bag X16, Constantia, 7848

Wednesday, February 24, 2010

Some cool pics taken yesterday during Martha Stewarts Warwick and Vilafonte tasting in our Mountain Penthouse

Three Power Ladies - Martha Stewart, Norma Ratcliffe & Zelma Long
Inspecting the Warwick Wedding Cup
Choices choices....
Martha Stewart, Norma Ratcliffe ,Mike Ratcliffe
Drinking from the Wedding Cup

Martha Stewart - decisions decisions? Warwick or Vilafonte?

Mike Ratcliffe
Warwick Estate & Vilafonte
P.O.Box 2 Elsenburg, 7607, South Africa

FOLLOW ME ON TWITTER www.twitter.com/mikeratcliffe

Monday, February 22, 2010

View of Cape Town from the (windy) deck of MS Amsterdam - World Cup Ship

Mike Ratcliffe
Warwick Estate & Vilafonte
P.O.Box 2 Elsenburg, 7607, South Africa

FOLLOW ME ON TWITTER www.twitter.com/mikeratcliffe

A first look at World Cup accommodation in Cape Town Harbour- MS Amsterdam

Mike Ratcliffe
Warwick Estate & Vilafonte
P.O.Box 2 Elsenburg, 7607, South Africa

FOLLOW ME ON TWITTER www.twitter.com/mikeratcliffe

Sunday, February 21, 2010

Today. A rare sighting of Kwagga's at Warwick

Mike Ratcliffe
Warwick Estate & Vilafonte
P.O.Box 2 Elsenburg, 7607, South Africa

FOLLOW ME ON TWITTER www.twitter.com/mikeratcliffe

What a day - a view across the dam at the Warwick Estate Picnics

Mike Ratcliffe
Warwick Estate & Vilafonte
P.O.Box 2 Elsenburg, 7607, South Africa

FOLLOW ME ON TWITTER www.twitter.com/mikeratcliffe

Tuesday, February 09, 2010

It's very early - and I am flying from Richmond Virginia to New York City

Mike Ratcliffe
Warwick Estate & Vilafonte
P.O.Box 2 Elsenburg, 7607, South Africa

FOLLOW ME ON TWITTER www.twitter.com/mikeratcliffe

Monday, February 08, 2010

Jam in the USA - flavoured wines (Part 2)

On a snowy, cold and generally miserable day last week, I walked into a quaint Washington DC wine store and noticed a new facing on the shelf. The ‘Jam Jar’ is a marketing creation of Andre Shearer, the respected wine marketer that has been part of the team working tirelessly to put South Africa on the map in the USA. The ‘Jam Jar’ is a ‘sweet Shiraz’ in beautiful jam-jar-style packaging and selling below $10 which is the sweet spot (pun intended) for the volume wine market in the USA. I spent an hour presenting an in-depth tasting in this fine wine store to the owner who was intrigued by everything vinous, and particularly interested in the South African story. ‘Although I don’t like the wine, I stock it because it sells really well’ was the answer to my prodding question about the Jam Jar’s seeming intrusion into his collection of celebrated terroir-driven wines.

 

The South African wine industry has been pretty unsuccessful in penetrating the US wine market – the biggest in the world. There are many reasons for this including a lack of political will, a sluggish DTI still convinced that SA should focus on the BRIC (Brazil, Russia, India & China) countries, a WOSA board that until recently has lacked the commitment and perhaps most importantly, a lack of funds. The South African category barely exists despite the fact that the US potential continues to grow. On May 11th this year WOSA will launch its most ambitious marketing and public relations exercise and it is going to be interesting to see what kind of support it receives from both the producers and the US media and trade. If managed correctly, this event could be just the tonic to rejuvenate and revive our struggling efforts. It is no coincidence that the event happens less than a month before the kick-off of the biggest sporting event of the year in South Africa. This double-whammy has potential to give SA momentum in the USA – and the industry should be in New York driving it hard.

 

The USA is a commodity market driven by marketing and in this sense a strong and innovative marketing bias is going to be the perfect tool within the framework of raw capitalism. At the same time it is imperative that we manage brand South Africa to ensure that our reputation is maintained and managed. Perhaps it would be appropriate to refer to ‘Australia 101’; the ‘Yellow-tail’ and ‘Little Penguin’ lesson. This is an Aussie case study in which a (probably) unintended move away from solid generic marketing of tangible benefits to a new reality based on the commoditisation of Australian brand equity has caused considerable pain down-under. South African producers in general and WOSA in particular are adept at positioning South Africa correctly and have been doing a pretty good job in Europe and the UK for years – this path should also be followed in the USA, with the knowledge that a meaningful image takes years to craft and requires sustainable efforts and funding.

 

This brings me back to the question of coffee, chocolate, jam and other flavours that are popping up in SA wine brands. Is the development of this ‘flavoured’ category the ‘silver bullet’ that we need to sell ship-loads of wine to Wal-Mart customers or it the bastardisation of South Africa’s carefully manicured efforts at positioning. Ultimately we walk a fine line between an individualistic ‘whatever sells’ ethos and a ‘for the greater good’s generic marketing philosophy.

 

I believe that South Africa’s significantly improved marketing capabilities should be celebrated. We are no longer the ‘also rans’ in the creation of effective wine marketing strategies and this is being recognised by the trade and the media. The creation of new categories of wine and the rationale behind them should also be celebrated. I personally love these developments and have no doubt that they will effectively lower barriers to entry and increase the size of the pie for everyone. Let us, as an industry be cogniscent of the fact that South Africa is a country that has based it’s success on our excellent quality to price ratio.

 

Follow me on Twitter - CLICK

Review the Warwick Gourmet Picnic - CLICK

 

 

 

Saturday, February 06, 2010

Playing in the Richmond Virginia snow with Bartholomew Broadbent

Mike Ratcliffe
Warwick Estate & Vilafonte
P.O.Box 2 Elsenburg, 7607, South Africa

FOLLOW ME ON TWITTER www.twitter.com/mikeratcliffe

Friday, February 05, 2010

a rare photo of Bartholomew Broadbent & I after a long night drinking competitors Port

Mike Ratcliffe
Warwick Estate & Vilafonte
P.O.Box 2 Elsenburg, 7607, South Africa

FOLLOW ME ON TWITTER www.twitter.com/mikeratcliffe

Thursday, February 04, 2010

Tasting-red-wine-out-of-a-Champagne-glass .com

Mike Ratcliffe
Warwick Estate & Vilafonte
P.O.Box 2 Elsenburg, 7607, South Africa

FOLLOW ME ON TWITTER www.twitter.com/mikeratcliffe

Saturday, January 30, 2010

Enjoy a priceless, once-in-a-lifetime experience in South Africa, courtesy of long-time NWWF supporters and Past Honored Vintners, Shari & Garen Staglin, along with American winemaking legend Zelma Long and South African vintner Mike Ratcliffe.

Ten (10) days, nine (9) nights for two (2) couples for a dream South African wine safari

Round-trip, business class airfare for two (2) couples to Cape Town, South Africa and return from Johannesburg, South Africa

3 – 5 Liter bottles, presented in a specially designed wooden box with etched glass, the NWWF logo and other images signifying your South African adventure, including:

1 – 5 Liter 2007 Staglin Family Vineyard Cabernet Sauvignon

1 – 5 Liter 2007 Vilafonté Series C Proprietary Red Wine

1 – 5 Liter 2006 Warwick Estate Trilogy Proprietary Red Wine

DAY ONE—Cape Town

After your overnight flight from New York, check into your one-bedroom suites at the newest and most luxurious hotel in South Africa, the One&Only. Situated in the heart of the Cape Town waterfront, it is surrounded by all the energy and activity that has made Cape Town a true must-see destination. After you relax from your flight or take a quick stroll, get ready for a fabulous dinner at Chef Gordon Ramsay’s chic new restaurant, Maze...his first in Africa.

DAYS TWO & THREE—Cape Town & Cape Point

Each morning, you will be greeted by your own personal tour guide and driver who will take you on a full day of touring. Over the next few days you will experience Cape Town at its most exciting. First stop? The top of famous Table Mountain; where you can see the city, the harbor and the entire peninsula down to Cape Point. Your guide will also take you to all the top tourist destinations including, the National Gallery, the South African Museum, the Houses of Parliament, the penguin colony in Simonstown and a glass bottom boat to the seal colony. You’ll even take a drive down the coast to the fishing hamlet of Kalk Bay and its many antique shops, continuing down to the Cape of Good Hope. As you stand on the most south westerly point of Southern Africa, you will see some of the most dramatic landscapes on the planet.

DAY FOUR—Cape Town & Hermanus

Today, your guide will take you through the Elgin wine and fruit growing region on your way to Hermanus; a charming coastal town set between mountains and the Atlantic Ocean. Nature lovers from all over the world come here to watch the Southern Right Whale from these cliffs. Several of the country’s top wine estates are also nearby and at South Africa’s premier Pinot Noir producer Hamilton Russel Vineyards, you’ll be hosted by proprietor Anthony Hamilton Russel for an in-depth tour and barrel tasting. Upon your return to One&Only, dinner will be waiting at Chef Nobu Matsuhisa’s African version of his acclaimed eponymous restaurant, Nobu.

DAY FIVE—The Winelands & the Grande Provence Owners Cottage

Once you have been bewitched by the majesty of Cape Town, you will be whisked the short distance to the South African wine lands where you will reside in luxury and be personally escorted through this spectacular wine region. Your home these next two nights - the Owner’s Cottage at Grande Provence, named by Harper’s Bazaar as one of the “10 Most Fabulous Villas in the World.” The property is a 300-year old wine and fruit estate nestled in the magnificent Franschhoek Valley. Dine at the Grand Provence Restaurant and visit the cellar where years of great winemaking heritage comes to life.

DAY SIX—Vilafonté Vineyard & Stellenbosch

That morning, your driver will take you to the Vilafonté Vineyard in Stellenbosch where you’ll meet South African Mike Ratcliffe and Californian Zelma Long, partners in the world’s only South African–American luxury winemaking joint venture. Vilafonté is the only South African winery to have been nominated by The Wine Enthusiast for ‘New World Winery of the Year.’ You’ll experience a vertical tasting of the Vilafonté Series M and Series C wines and learn about the most cutting-edge developments in South African winemaking. Lunch with the Vilafonté team at the winery’s Italian bistro, Pane e Vino and after a rest in their guest house, Mike and his wife Pip will host a traditional South African braai (barbecue) at Warwick Wine Estate, their family-owned winery. Significant milestone wines from the past 40 years will be opened to celebrate the evening. Return to Grande Provence for one last night.

DAYS SEVEN TO TEN—On Safari at Singita Sweni

After a fond farewell to the luxurious Grande Provence, you will be off to your next adventure! Fly to Singita Sweni; the most intimate of the renowned Singita lodges. Set amidst the foliage of the Sweni River in the Kruger National Park game reserve, there are just six riverside suites, with floor-to-ceiling windows, luxurious bathrooms and an expansive living area. A private deck over the water’s edge is an idyllic spot for drinks or to curl up with a book. A typical day at Singita starts as guests congregate with the rangers at the main lodge for tea, coffee and light snacks in anticipation of the early morning game drive. Who knows what to expect? Maybe a leopard in the branches of a tree with a kill, a herd of elephants, or an impala may dart right in front of your Land Rover. A spectacular breakfast will follow your return. Spend the morning indulging in a massage or beauty treatment at the spa, shopping or simply relaxing on your sundeck.

After lunch, take a walking safari, followed by afternoon refreshments in the main lodge. The exciting evening drive is the apex of your African adventure. Imagine watching the sun set over the horizon while you witness a pride of lions stalking their prey or buffalo strolling to a water hole…each an unforgettable wildlife experience. Upon your return, the fires are lit and the night's entertainment begins. Have dinner around the fire in the Boma under the stars or a gourmet meal by candlelight in the dining room. Then…retire to your suite for a restful night’s sleep in preparation for the next exciting day!

Upon your return home and into reality, the crème de la crème of wines from Staglin Family Vineyard, Vilafonté and Warwick Estate, presented in a keepsake box, will be a wonderful reminder of this dream of a trip.

Yes…dream of Africa...but with one magnanimous bid…live your dream.

Insider's Info: Trip to be taken on mutually agreeable dates March 1–December 1, 2010, excluding June 1-30, 2010 during the FIFA World Cup. All airfare and ground transportation within South Africa are included. Flights within South Africa will be a combination of commercial and charter. All breakfasts at all accommodations are included. At One&Only, dinner at Nobu and dinner at Maze are included. At Grande Provence, dinner is included, as well as the lunch and dinner with Mike Ratcliffe. At Singita, all meals, two daily game drives, walking safaris and premium wines & spirits are included. Additional meals and activities outside of those listed are not included.

Donor: Garen and Shari Staglin of Staglin Family Vineyard

Additional Donors: Zelma Long and Mike Ratcliffe of Vilafonté, Neil Ratcliffe of Southern Destinations, The One&Only Hotels, The Huka Retreats and Singita Private Game Reserve

_______________________________________________________________

Mike Ratcliffe

phone Phone: +27 (0) 21 88 444 10

email Warwick: http://www.warwickwine.com/

email Vilafonte: http://www.vilafonte.com/

email Faraway: http://www.farawaywines.com/

email Follow me on Twitter - click here

email Review the Warwick Gourmet Picnic - click here

Friday, January 29, 2010

To live & die in Copenhagen - the damage - good night!

Mike Ratcliffe
Warwick Estate & Vilafonte
P.O.Box 2 Elsenburg, 7607, South Africa

FOLLOW ME ON TWITTER www.twitter.com/mikeratcliffe

a picture of me disembarking from airplane in a raging blizzard in Copenhagen

Mike Ratcliffe
Warwick Estate & Vilafonte
P.O.Box 2 Elsenburg, 7607, South Africa

FOLLOW ME ON TWITTER www.twitter.com/mikeratcliffe

Wednesday, January 27, 2010

20cm of snow in Stockholm today - the things we do for wine marketing!

Mike Ratcliffe
Warwick Estate & Vilafonte
P.O.Box 2 Elsenburg, 7607, South Africa

FOLLOW ME ON TWITTER www.twitter.com/mikeratcliffe

Apture