We are always looking at The Buyer for new ideas to delve into the world of wine and spirits. So how about this new feature we are introducing to add to the festive cheer. We have asked some key figures in the industry to share some – well three – of the things they most admire in drinks that they wish they had played a part in. It could be a bottle of wine, an advertising campaign, a book, a restaurant or bar. The choice is theirs. First up we turn to the ever creative Joe Fattorini. What are the three things in the drinks industry he wishes he could have been involved in?
As a presenter of The Wine Show, Joe Fattorini knows what it takes to make interesting, entertaining content. But what work does he admire in other people in the drinks industry?
Joe Fattorini’s Three Things in Drinks I Wish I Had Been Part Of
1 Advertising Campaign
Howard Gossage’s work for Paul Masson in the 1960’s. It placed a love of wine in context with other things people love. It normalised what many people worry is pretentious or peculiar about wine and wine collecting. There isn’t a single aspect of wine marketing that wouldn’t be improved today by thinking “what would Howard Gossage do?”, particularly new media and interactive marketing. Extraordinary for a man who died 50 years ago.
2 A Photograph
“Chilean Gothic” by Matt Wilson. Very few wine pictures tell a story of ten words, let alone a thousand. But the story of the 2010 Chilean earthquake, the devastation of Sauzal, the surviving old vines in the Maule Valley and community renewal through wine are all written into the faces of Otelia and Don Nivaldo Morales here. And it’s a picture with a sense of humour. Matt is very probably mad. But he creates extraordinary images.
3 A Campaign
I can understand why I’m not invited to the Wonder Women of Wine conference in Austin, Texas. And it’s extraordinary that industries mostly staffed by women, selling customers who are mostly women, should habitually pay women less, rarely promote them to leadership positions while women report extraordinarily high incidences of workplace abuse. I’m ashamed to say earlier this year I heard the work of one of the WWOW speakers dismissed because someone didn’t “know what intersectionality means”. Our industry needs to do better. But I was honoured to be asked by Women in Wine London to join a panel to look at how women and supportive men can tackle this.
- If you would like to have a go and share “The Three Things in Drinks” you wish you had been part of then email email@example.com.