Video Killed the Stupid Wine Marketer

The audience for the years first harvest video are not excited.

WITH harvest 2011 underway, the dreaded V-word is being bandied about, this specific V having nothing to do with Viognier, Very Hot or VAT hike in Britain. Video it is, and now that one of the winelands most animated seasons is underway, “?+¦-+???+¦-ú?-¦?+¦-ú?+¦+ëve all ?+¦-+???+¦-ú?-¦?+¦-ú?+¦+ëvant a video for our ?+¦-+???+¦-ú?-¦?+¦-ú?+¦+ëvebsite”.

Lucky are the video-makers, usually one-man-teams, who have taken advantage of this need for web-videos in the winelands over the past few years, a need unfortunately driven more by marketing vanity than effectiveness. For R12,000 some dude will cruise in with a video camera, point it at the subject’s face and record a few clips containing some ranting about low vineyard yields, optimum ripeness and hand-harvested grapes. If you are lucky the producer will throw in a few cutaways of a few smiling sweaty farmworkers cutting grapes and an introspective wine-maker moodily prodding the,bunches as they arrive at the cellar.

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