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Wine Tasting for the Average Joe



Going to a wine tasting can be a very fun and enjoyable experience. 
However, many people do not attend for fear of not knowing exactly how to act or
what to do. There no great mystery to wine tastings, just a few things you
should remember. 


As far as etiquette, usually the ladies are served before the
gentlemen.  Some wine tastings offer you bottled water.  Use this to
rinse out your mouth between tastings so your palate is clean for the next
wine.  There is often unsalted and unflavored crackers and bread to help
palate cleansing as well.  You should always handle the wine glass by the
stem.  This helps avoid heating the wine with the warmth of your hands,
thus altering the taste.  Avoid wearing strong perfumes and colognes to a
wine tasting.  That may take away from not only your smell, but also that
of the other guests.  Also, avoid smoking, gum, and mints before and during
a wine tasting to be able to enjoy the full flavor of the wine.


You can tell a lot about a wine just by looking at its color.  When you
attend a wine tasting, the glasses should always be clear so you can get a good
look at the wine.  The tables may also be covered with white tablecloths to
help you see the wine's color clearly.  Do not let the wine name full
you.  For example, white wines are not white in color.  They may range
from yellow to green to brown.  Red wines range in color from pale red to a
deep brownish red and often become lighter with age.  Sometimes the color
of a wine may indicate age or flavor.  You may be able to tell the age of a
red wine by doing a rim test.  Tilt the glass slightly towards the rim of
the wine glass and look at the wine.  If the color of the red wine is more
of a purple, it is usually a younger wine.  If the color of the red wine is
brown, it is an older wine. 


Another thing you may have seen people do before they taste wine is swirl it
slightly in the glass.  This is to help open up the wine's flavor. 
Remember that the wine may have been in a bottle anywhere from six months to
many, many years.  When someone swirls a wine, it helps release the
flavors.  Just like when you're cooking at home and stir the food to help
blend the flavors.


The color of the wine is just one aspect you will want to look at when you
attend a wine tasting.  You will also want to smell the wine.  After
swirling, this is the next step in the tasting process.  You have probably
seen people smell wine before and wondered why they did it.  Smell plays a
very important part in what we taste.  Researchers have determined that
perhaps as much as 75% of what we taste is actually based on what we smell
first.  You can smell your wine one of two ways:  taking a small whiff
to get an idea of how the wine smells, then a deeper whiff or take one deep
whiff.  After smelling the wine, take a minute to think about the
smell.   You do not want to immediately taste it after smelling but
give yourself time to explore exactly what you smelled.


Finally, you will need to know is how to taste the wine properly.  Your
tongue has taste buds in both the front and back.  These taste buds can
detect bitter, salty, sweet, and sour flavors, but some are more sensitive than
others are.  There are three steps in tasting a wine:  the first
impression, the taste, and the aftertaste.  The first impression happens
when you take your first drink and the wine actually hits your taste buds. 
It should awaken your sense to the wine.  After taking the first drink, you
should swish the wine around your mouth for a few seconds to let all your taste
buds discover the full flavor of the wine.  Think about what the wine
tastes like.  Is it light or heavy?  Is the smooth or harsh?  The
aftertaste is the sensation that remains in your mouth after swallowing the
wine.  How long did it last and was it pleasant?


Before attending a wine tasting, it may help you feel more confident to read
about the different types of wines.  This will give you a better idea of
what to look for as far as flavor and taste.  Next time you are invited to
a wine tasting; do not be afraid to go.   You may be missing a great
experience! 


About the Author


Jason Connors is a successful writer and wine connoisseur providing valuable tips and advice on wine cellar design, wine making, and wine basics. http://www.about-wine.net

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Marketing to the Affluent - with Wine


With its association to an affluent, sophisticated lifestyle, wine can make a good accompaniment when marketing to an affluent audience. However, I am not talking here about ordering expensive wine at a client dinner. Wine can be used more creatively and productively to connect to this target audience.

With its association to an affluent, sophisticated lifestyle, wine can make a good accompaniment when marketing to an affluent audience. However, I am not talking here about ordering expensive wine at a client dinner. Wine can be used more creatively and productively to connect to this target audience.

For example, wine proved to be a powerful marketing element for a startup magazine targeting an audience that is personally affluent and controls an enormous amount of money.

BuySide magazine is a publication for institutional investors and money managers. When it was first conceived, it had to overcome what seemed to be a big drawback. Its founder, Gordon Holmes, lived in Sonoma, California, and insisted that the magazine be based near his home, far away from both the financial and media centers in New York.

In discussions with Holmes, I discovered that Holmes insistence on basing his operations in Sonoma was not just a whim or a wish to have a short commute to work. It turns out that five generations of his family had been involved in California agriculture and he was passionate about California wine and wine-growing.

I made a decision to turn BuySides remoteness from financial and media centers of action into a positive. His location in California's wine country would become part of the magazines positioning.

The first step was to create a private label BuySide Wine. In a deal with local wineries, we were able to source a sufficient amount of BuySide Merlot and Chardonnay. A special wine bottle label was designed to reflect the unique story of this boutique wine.

Next, a direct mail campaign was developed using wine as a theme and Buyside wine as a premium. The campaign was aimed at advertisers and companies that wanted to reach the magazines audience of institutional investors.

The chief element of the direct mail campaign was a brochure. The reader was immediately confronted with a stark, bold headline on the front of the brochure:

"WHERE DO YOU GO TO TALK TO INVESTORS WITH $TRILLIONS TO INVEST?
When the brochure was opened, the inside headline provided the answer:
"TO THE WINE COUNTRY

On the left side of the inside page, we developed a fanciful photo that conveyed the message we wanted: In the photo, Holmes was wearing a suit and holding a cellphone, sitting at a desk which had a computer on top of it, in the middle of a winery. Next to the desk was a street sign that said Wall Street. The other side of the page told the story of Buyside and how it reached this affluent, influential audience of institutional investors. The copy also directed readers to an offer in the back.

As part of the offer, companies that responded to the mailing would receive a free bottle of BuySide winewhite or red.

The mailing and promotion powered the magazine to success far ahead of schedule. But wine proved to be more than a launching pad in a direct mail campaign. It became part of the magazines positioning, separating it from the competition. The wine angle proved powerful for years to come. At money management conferences, where wine was given out at BuySides booth, people would come into the conference and ask Where are the wine guys? Everyone knew what they meant.

While developing a private label wine may not be for everyone, there are other ways to use wine creatively in affluent marketing. Wine tastings, and food and wine get-togethers have been used successfully by professionals seeking to market their services to an affluent audience. But like wine itself, it takes taste and sophistication to make it work.

ABOUT THE AUTHOR


Leon Altman is the founder of InvestingIN.com (www.InvestingIN.com), a website that provides articles and newsletters about opportunities in different areas. To sign up for any of its free newsletters, go to http://www.investingin.com/freenewsletters.htm.



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