Wine, what are saving it for?

[Randy Caparoso]

Okay, foodie, let me try to puzzle this out out loud:

1. You agree (we all agree) that until wine is taken less seriously, it will remain less consumed.

2. When look at the "What Are You Saving It For?" campaign, the only thing I'm thinking is that wine is for drinking -- not for saving, i.e. taking seriously.

3. Is this not a good message?

Like I said, it's as good as anything I've heard in respect to communicating exclusively to the occasional or even non-drinking potential wine drinkers. It basically tells them that, hey, if people in the industry don't believe you need to know a lot about wine just to enjoy it, what's the hangup? Maybe trying to communicate to these people will ultimately prove to be a waste of money. But as a businessman with a vested interest in seeing more wine consumption, I think right now, as they say, it's better than nut'n.

Re: Gina Gallo. Well, for me personally the new ad program definitely does not make me want to rush out and buy Gallo wines. My point was simply that for the average consumer who just can't see what the excitment about wine is all about, seeing a younger person who respects her family's traditions and who gets personal satisfaction in her work just might make for a convincing argument that wine is... okay. Maybe even "kewl." Whether or not Gallo is what you actually end up buying, the projection of this attitude is, to me, nothing but "a good thing." Move over,Martha!