Robert Joseph’s suggestion that wine marketers could learn from the effort studios put into promoting movies like Barbie attracted a lot of interest. Now he wonders if there could be lessons too in the numbers of people who chose to watch that film in a double feature with Oppenheimer.
Robert Joseph takes a fresh look at the potential usefulness of press releases, in an age when their most valuable readers might just be artificially intelligent robots.
Last week, Robert Joseph suggested that wineries need to do more marketing, but that the prices of too many wines are too low for them to be able to do so. He also promised to provide some thoughts on how to raise prices. Here, in a highly personal piece, he includes a few suggestions based on his own commercial experiences.
After decades of writing about wine and editing and judging other people's words on the subject, Robert Joseph wonders whether there will ever be a vocabulary that works for everyone.
Robert Joseph is fairly relaxed about pronouncing tricky wine names, or the risks of choosing a disappointing bottle. But he wants us all to give more thought to our fellow human beings who find wine daunting.
Tradition demands the participation of individuals who are dedicated to preserving it. For the Trentino winegrowers’ cooperative Mezzacorona, this involves safeguarding the indigenous grape varieties Teroldego and Marzemino, showcasing their qualities both as monovarietal wines and in blends.
