Not long ago, I blogged about odd, nonsensical wine names, laying the blame for such silliness at the feet of wine marketers, who I believe sometimes ignore the wine in favor of image. Everyone has a job to do, and I don’t mean to pick on wine marketers (okay, maybe I do), but something I read the other day really raised my hackles.
At my house, we get two newspapers: the San Francisco Chronicle and the Santa Rosa Press Democrat. Over a cup of morning coffee, I read the Chron, while scanning the P-D for local Sonoma County and Napa Valley wine news. Below the fold on the front page of the August 5 Press Democrat was this story: “K-J drops $100,000 annual donation to Wells Fargo Center.” The Wells Fargo Center is Santa Rosa’s main venue for the arts, and the annual sponsorship from Kendall-Jackson is an important source of support. Full disclosure: I am a resident of Santa Rosa and subscribe to the Santa Rosa Symphony which performs at the Wells Fargo Center.
In the article, by P-D business writer Kevin McCallum, Caroline Shaw, director of public relations at the winery’s parent company, Jackson Family Wines, explained the decision this way: “This is not a reflection on the strength of the company. It’s a reflection of a new strategic marketing vision.” Later she added, “…the (K-J) marketing department is obviously looking at new opportunities and new ways to get our message across.”
Kristi Buffo wasn’t buying it. Buffo, the public relations manager for the Wells Fargo Center said about the loss of the K-J sponsorship, “It’s really important to us, so we’re really disappointed it’s come to this.” K-J also provides wine to the center for events and says that it will continue until the center finds a new sponsor. That could be difficult with companies tightening their fiscal belts.
McCallum’s article also mentioned that Jackson Family Wines recently hired Stephen Croncota as the new chief marketing officer. And that Croncota has a strong marketing background with Versace, Haggar Clothing, E! Networks and the Carton Network, but there’s no mention of wine marketing. Current business wisdom is that you don’t need to know a product to be an effective manager, but wine is an integral part of lifestyle and not just another widget.
The same day, the Chron ran two (is this an important story or what?) short items on Kendall-Jackson Winery announcing a limited edition line of wines honoring Rachel Alexandra, Jess Jackson’s award-winning, three-year-old filly race horse. One item concluded with: “Fewer than 300 cases of the wines will be produced and each bottle will have Rachel’s image.” My hackles were beginning to stand up.
So, here’s my point. Monetary support for the arts is always a vital issue and is no more important than it is today given our weak economy. Besides, $100,000 a year to a company the size of Kendall-Jackson is walkin’ around money and it’s a write off. And does the crowded wine market really need another wine, even with a picture of a lovely horse on the label? I don’t know how much it costs to produce, market and sell 300 cases of wine, but whatever the amount, my suggestion is that K-J drop the Rachel Alexandra wine (the filly won’t know anyway) and apply the money and any difference to the continuance of K-J’s good service to the citizens and community of Santa Rosa and Sonoma County by continuing to sponsor the Wells Fargo Center for the Arts.
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