Bloomberg.com had a cool article today on how the reputation of Pino Grigio has improved over the past several years. This young wine is considered the Cinderella of wines. When it was first brought to the U.S. in the late 1970s, it was unknown and considered a fairly common taste because it took less work than most wines to produce. “Ask for a white wine in an Italian restaurant and chances are it’ll be a cheap pinot grigio,” writes John Mariani.
Apparently pino grigio has been busy managing its reputation all these years and the price per bottle (do they call it ppb?) has more than doubled. Excellent ROI metrics. The best-selling pino grigio is Santa Margherita which scored big in the U.S. with its campaign to consume it for those “momentous encounters.”
Mariani says that Santa Margherita has a few things going for it…good marketing, always available and easy to pronounce. I think you can say the same for highly regarded businesses as well. Starbucks did not take off like a rocket either but has great marketing, is everywhere you look and you can say the name without stuttering.
Enjoyed the article since it underscores how reputation counts no matter what sector you are in.