When you get clear on your ideas it sets off a ripple effect. That raises up the people who are ready to hear your message. And the feeling when they reflect that back to you is incredible. And raises you up even more.
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Keep putting your ideas out there and see who shows up and responds.
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In August I'll uncovering more unique stories for wine regions. Ready to share between now and the end of the year.
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Are you in?
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Comment AUGUST below and you'll be the first to know about dates for the next Wine Storytelling Roundtables
🎙️Could audio be the best tool for turning tastings into engaging, memorable experiences?
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🌪️Instead of a whirlwind of noise, faces and wine, where your unique, crafted message gets lost in the chaos.
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😵A typical attendee experience involves,
⏺️A lack of pre-event information
⏺️Information overload during the event
⏺️Minimal post-event follow-up
⏺️Little to no personalisation.
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🎧🥹Enter audio content - your versatile secret weapon for every stage of the event journey.
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Before: Send attendees bite-sized audio wine descriptions. Let them plot a path direct to your wines.
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During: Have QR codes linking to audio descriptions of each wine. Attendees can listen at their own pace. Especially handy if your wines are in a free-pour area. Where you can’t be.
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After: Follow up with the same audio wine descriptions. As well as tailored private podcast feeds. Ensuring attendee engagement doesn’t go to zero when the doors close.
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Audio is intimate, it's portable, and it allows for multitasking. And none of your competitors are using it.
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😍The result? Transform the attendee experience from an hour-long frenetic rush. Into a well-paced journey through your wines and their stories. Lasting weeks or months. Before, during and after.
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Curious about how well your current event strategy stacks up?
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I've created a free Wine Storytelling Scorecard that evaluates your event engagement curve and 14 other crucial elements
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▶️▶️Visit interpretingwine.com/scorecard and smooth out the attendee engagement at your next event.
🤔Could a 30-minute podcast be your ticket to winning over young wine enthusiasts?
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🍷🥹We already know that younger consumers aren’t as loyal to wine as previous generations were.
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📲The same is true for media consumption.
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🌧️With younger audiences spreading their attention thinly across multiple social media platforms than older age groups.
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🎙️However, one channel is different. Podcasting.
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🎧Where young people engage more deeply. Often listening while commuting, exercising, or relaxing at home.
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🔊A 30-minute podcast allows you to tell your region's story in depth, from the people behind the wines to the intricacies of your terroir.
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🌎This not only helps you stand out in a crowded digital landscape but also allows you to share your region's unique story in a way that quick social media posts simply can't match.
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😍An immersive experience that builds real understanding and connection with your brand.
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Sound good?
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⚡I've created a free Wine Storytelling Scorecard that covers podcast strategy and 14 other crucial elements across event engagement, audience, and storytelling.
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▶️▶️▶️Head to interpretingwine.com/scorecard and take a step towards transforming your wine brand's connection with the next generation
🤔Wine regions, are you effectively translating your geological backstory for the wine trade?
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🪨⚡🍷While geology significantly influences wine character, many regions struggle to articulate this connection effectively to wine professionals.
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🥵This knowledge gap can leave sommeliers, buyers, and educators missing vital elements from your story.
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🎙️To bridge this divide, forward-thinking regions are creating concise geological explanations from winemakers or local geologists.
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🎧By providing easy access to this information during tastings and in marketing materials, you're equipping professionals with the terroir knowledge they crave.
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▶️▶️▶️I've created a free Wine Storytelling Scorecard that covers geology and 14 other crucial elements across event engagement, audience, and storytelling.
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👍🏼Head to interpretingwine.com/scorecard to ensure your geology is a key part of the story when the wines are being sold and enjoyed.
🥹Is Your Post-Event Engagement Strategy Costing You Valuable Opportunities? Find out at www.interpretingwine.com/scorecard
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🤯One big mistake I see wine brands making post-event is focusing on gathering attendee feedback and event ratings.
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😱A missed opportunity for deeper engagement and long-term relationships.
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👍🏼To avoid this, you need a post-event communication plan ready to go.
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👌🏽With the right stories, in the right channel, at the right time.
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Otherwise all of that time, effort and money quickly gets forgotten.
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I’ve got you covered. 🌟
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I've created a free Wine Storytelling Scorecard that covers post-event engagement and 14 other crucial elements across event optimisation, audience engagement, and storytelling.
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🍷Head to interpretingwine.com/scorecard to ensure the engagement from your next event continues months after the last glass is poured.
▶️▶️Are you making a huge mistake with your wine marketing? If so discover the solution at www.interpretingwine.com/rt
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🍷🎧 This is Lawrence Francis at Interpreting Wine. Doing marketing for wine regions and producer groups.
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📲I’ve noticed is that some of the best regions and producer groups treat online wine marketing the same way they treat the traditional in-person tasting.
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🤯Showing a wine expert or a communicator drinking their wine
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😶However if we simply try to replicate the tasting format we are putting a barrier between the audience and the product.
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🥹In the real world you walk past a restaurant or bar and look in through the window. If there is a door you can literally walk in.
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😱But when regions create that content for wine, thinking they’re giving a window to the product. There is no door for viewers to experience the product. You’ve created a barrier.
😎If you want to discover exactly the steps you can take as a region or producer group to draw in more new customers. And importantly use online to give your target audience something they can consume right away, you’re invited to my next Wine Marketing Roundtable.
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▶️▶️▶️Dates online now at interpretingwine.com/rt
🤔What have you created lately with AI?
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If you haven't checked out AI in a while it's scary how quick it's moving
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What first caught people's attention was chatGPT. And how it could generate relevant content around whatever you wanted.
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✍🏽The unseen hand tapping out responses in real time.
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The latest release of Claude. The 3.5 sonnet version is now widely thought to be the best chat bot.
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This was how I coded the Wine region ROI calculator I've already shared with a few of you.
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All without me having any coding knowledge. Instead using the chat function to speak with Claude in a natural way.
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💙❤️💛Each round of revisions resulting in a much better version.
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The craziest thing of all is I'm on the free plan. Which with a few workarounds meant I could do this across a couple of hours time spread across a few days.
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Without the input from a developer. Completely for free.
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I'm curious. Is there a tool you wish existed, but haven't found yet? Could it be time to build it yourself? (with a little assistance from Claude)
🎧⚡ Listen now at www.interpretingwine.com/558
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❤️It's just three short weeks since I attended the Conectando Gredos wine festival
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🍷🍷🍷🍷Interviewing four project owners and tasting widely with producers from this exciting region
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One of the best signs is that the region is attracting people from outside who want to start new projects
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Meet Doreen. A Saxony native who moved with husband Christian from Barcelona to Gredos. To focus on the project #vinoysequedo
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They'd literally just bottled their first ever vintage and this was their first time showing wine at the festival
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Discover what made Doreen and Christian want to move (and stay!) in this episode!
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Ps. Look closely at the label and you might spot future guest @petei360 doing his best @ledzeppelin
Impression 😉
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@vinoysequedo
@dopcebreros
@danielvramos
@bruma.agricola
@laspedreras.villanuevadeavila
@laquerencia.guzman
@forrest_wine
@los88viniacos
@arwinenyc
@gang_of_grenache
@agustin_trapero
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#soloaptoparadisfrutones
#onlyforenjoyers
⏳Register interest in next year's event at www.interpretingwine.com/CG
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Truly #conectandogredos
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🎧The event coverage podcast is now live. Capturing a sense of the day. And the exciting state of the wine scene.
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First up was long time friend of Interpreting Wine @danielvramos
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I remember him speaking about this event when we first met back in 2017.
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So it only seemed right to start there.
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Again when you listen remember the @dopcebreros runs this event to help all producers in the Sierra de Gredos. Including those working in other DOs.
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A truly unique fiesta that I hope many of you will get involved with in 2025. Remember you can register your interest at www.interpretingwine.com/CG
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Cheers 🥂
😍This has been such a peaceful place to wake up for the last 3 mornings
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As soon as I arrived I knew it was going to be a great stay in @dopcebreros
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▶️Sunday 2 June I had the privilege of recording interviews with several producers and attendees at the second edition of #conectandogredos. Including @danielvramos @vinoysequedo @laspedreras.villanuevadeavila @bruma.agricola @gang_of_grenache @agustin_trapero
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As you can tell from these names, it will be a super interesting episode that covers a range of points of view on this event. Celebrating all things Sierra de Gredos
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Phenomenal job @los88viniacos @forrest_wine and all producers from the region in putting on such a top event! And for trusting me to communicate this to the world.
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#dopcebreros #onlyforenjoyers #soloaptoparadisfrutones
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Ps. Only 362 days left until we do it all again in 2025 😜
😍😍😍Quick post from close to where #conectandogredos is taking place tomorrow. Sunday 2 June
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Anyone else fancy a swim before the fair begins at 12pm?
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Cheers 🍷
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#onlyforenjoyers
#soloaptoparadisfrutones
🍷 Returning @london_wine_fair podcast media partner Interpreting Wine will release the 2024 show preview tomorrow - Thursday 16 May
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⚡Featuring event organiser Hannah Tovey looking back to 2023. Before looking ahead to this year's fair.
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🎧I'll be there all three sets.
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🥂If you've already registered make sure you say hi if you see me there.
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I look forward to catching up or meeting in-person.
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If you'll only be there a short time send me a DM and let's say a time to meet
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#londonwinefair
⏳Mark your calender for the second Conectando Gredos wine fair. Which takes place this year on Sunday 2 June in Ávila, Spain.
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▶️▶️▶️ Email [email protected] for more info
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🍷⚡This is the best place to discover or deepen your understanding of this incredible region.
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🗓️ Here you can meet 3️⃣0️⃣ producers, all making wine in the Sierra de Gredos. Producers of all sizes invite you to experience their unique hospitality. As described here by Daniel Ramos.
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☀️The Sierra de Gredos was one of the first wine regions I ever visited. And I wish I could have attended an event like this back in 2017.
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😎👍🏽I'll be there and I hope to see many of you there too!
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▶️▶️▶️To learn more about this year's event or express an interest in future editions. Email [email protected]
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#conectandogredos
#onlyforenjoyers
#soloaptoparadisfrutones
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🍷⚡Other wineries I couldn't tag
@bodeganietosmaria
@vides.singulares
@vinosambiz
@vinosalmargen
@vinosnaturi
🤑Trying to make the most of the budget at your next wine event? 💸💸💸
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🔽🔽🔽Here's four ways to increase the ROI of your next event or tasting.
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💥💥💥Do all four to increase the ROI the quickest
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1️⃣ prepare a coordinated pre-event attendee journey. Prepare a simple email sequence that delivers short and long form audio content to everyone who registers. Record a podcast episode focusing on the event. Reducing the chance of no-shows and getting better prepared people through the door.
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2️⃣ Send audio clips relating to what they'll taste on the day. Reinforce key messages before, during and after the event. Use engaging digital content delivered to their inbox and using QR codes.
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3️⃣ prepare a short post event journey. Reinforce key messages you shared at the event. Drip feed content recorded at this year's event to build anticipation for the next edition
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4️⃣ differentiate attendees. At a minimum start a conversation about what attendees want to hear about. Personalise the story and you'll naturally make each interaction feel unique.
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🏆Thank you for coming to my TED talk
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#winememes
#parody
#interpretingwine
Great clip featuring @hermione7031 Managing Director at @academieduvinlibrary
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💬 Sharing her views on different channels for storytelling. I think the real power comes at the intersection of these.
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🎫 Interpreting Wine is at the forefront of integrating audio and podcasts into live wine events.
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🎙️Why about a podcast series for a wine book? Going behind the scenes of the writing process or the winemakers
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🍷📖Or a book based on a podcast. A printed version of interviews from Interpreting Wine would probably appeal to a whole new audience.
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😍I think it's great that the printed word is so strong. And that Hermione shared lots of innovation and experimentation during our conversation
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🔊 www.interpretingwine.com/550 to listen in wherever you get your podcasts
⚡🎫I dare you to listen to this and not run to buy a ticket!
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⏳It ain't time for @realwinefair until Sir Doug Wregg has given us his 3 minute preview
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The fair is an amazing collaboration between @lescavesdepyrene and some amazing partners including @modalwines @rolandwinesuk @winesutb @indigowine_uk @basket_press_wines @otrosvinos
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⤵️⤵️Have you been before? Will you be going (again) this year?
Behind the scenes of growing @glassofbubbly with event organisers Chris and Oliver Walkey
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If you haven't registered yet, head to glassofbubbly.com 🥂
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@finelocation @oliverwalkey @sheratongrandlondon
⚡The countdown is on to @purasede 2024
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🔊Here fair organiser Florian gives an overview of the two days
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🔛SOUND ON
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If you're interested in well made wine that respects the earth. Drawing producers from Portugal and internationally don't miss this!
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🇵🇹Taking place 23 and 24 March in Lisbon
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@purasede @ladidadi.wines
🎥Part 2 of 12 FAQ series
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🤔How long does my process take and exactly what's involved?
