Comments on: What I Think of Kirrihill Wines http://www.dpdialogue.com.au/zakazukhazoo/what-i-think-of-kirrihill-wine/ A Social Media Marketing Blog Sat, 13 Mar 2010 23:09:21 +0000 http://wordpress.org/?v=2.7 hourly 1 By: Matt McCulloch http://www.dpdialogue.com.au/zakazukhazoo/what-i-think-of-kirrihill-wine/comment-page-1/#comment-390 Matt McCulloch Tue, 04 Nov 2008 07:04:27 +0000 http://www.e-cbd.com/zakazukhazoo/?p=450#comment-390 Hi Charlotte Glad you liked the wine! If it was one of the red wines it was probably the Cabernet Merlot 2006 and if it was the rosé (pink) wine then it was the Garnacha 2008. Cheers Matt PS KIRRIHILL COMPANIONS! :) Hi Charlotte

Glad you liked the wine!

If it was one of the red wines it was probably the Cabernet Merlot 2006 and if it was the rosé (pink) wine then it was the Garnacha 2008.

Cheers

Matt

PS KIRRIHILL COMPANIONS! :)

]]> By: Daniel Oyston http://www.dpdialogue.com.au/zakazukhazoo/what-i-think-of-kirrihill-wine/comment-page-1/#comment-381 Daniel Oyston Mon, 03 Nov 2008 02:18:30 +0000 http://www.e-cbd.com/zakazukhazoo/?p=450#comment-381 Love the honesty (and the strategy of waiting a few weeks before blogging about the wine). I read something a while back about a wine co. that wasn’t sure what to price their new wine at. My memory is fading but ... it went something like this ... XYZ Wine Co. in South Africa sent a dozen bottles of it's new Chardonnay to 200 of it's best customers. The case was accompanied by a note that said “Dear Bob, please have a case of our new Chardonnay. If you think it is good enough, please send us the amount that you think it is worth”. So the wine was free if people didn’t want to pay for it but apparently people sent money for the wine and the price they paid was 20% higher than what they thought they would set the recommended retail price at. Matt, now, without looking up the price, what would you be willing to pay for a bottle? Now compare that to the RRP. Let us know what you came up with. Love the honesty (and the strategy of waiting a few weeks before blogging about the wine).

I read something a while back about a wine co. that wasn’t sure what to price their new wine at. My memory is fading but … it went something like this …

XYZ Wine Co. in South Africa sent a dozen bottles of it’s new Chardonnay to 200 of it’s best customers. The case was accompanied by a note that said “Dear Bob, please have a case of our new Chardonnay. If you think it is good enough, please send us the amount that you think it is worth”.

So the wine was free if people didn’t want to pay for it but apparently people sent money for the wine and the price they paid was 20% higher than what they thought they would set the recommended retail price at.

Matt, now, without looking up the price, what would you be willing to pay for a bottle? Now compare that to the RRP. Let us know what you came up with.

]]> By: Charlotte Reeves http://www.dpdialogue.com.au/zakazukhazoo/what-i-think-of-kirrihill-wine/comment-page-1/#comment-382 Charlotte Reeves Mon, 03 Nov 2008 00:00:11 +0000 http://www.e-cbd.com/zakazukhazoo/?p=450#comment-382 Matt (Granfield) I can't remember if I told you, but I really did like the bottle you passed on to me to sample. However I can't remember what it was called (mainly due to my shoddy memory) and in my haste to put the rubbish out before the garbage truck came, I forgot to pull the little tab off the bottle. It was a light pink/red one and I found it nice and sweet and drinkable, obviously I'm using laymans terminology here as I'm not much of a wine drinker. I would probably buy it for myself again which might be tricky having not committed the name to memory, however I did remember Kirrihill and the masks/faces on the bottle, plus the colour of the wine. I think that would be enough to pick it. :) Matt (Granfield) I can’t remember if I told you, but I really did like the bottle you passed on to me to sample. However I can’t remember what it was called (mainly due to my shoddy memory) and in my haste to put the rubbish out before the garbage truck came, I forgot to pull the little tab off the bottle. It was a light pink/red one and I found it nice and sweet and drinkable, obviously I’m using laymans terminology here as I’m not much of a wine drinker. I would probably buy it for myself again which might be tricky having not committed the name to memory, however I did remember Kirrihill and the masks/faces on the bottle, plus the colour of the wine. I think that would be enough to pick it. :)

]]> By: Matt Granfield http://www.dpdialogue.com.au/zakazukhazoo/what-i-think-of-kirrihill-wine/comment-page-1/#comment-383 Matt Granfield Thu, 30 Oct 2008 06:24:14 +0000 http://www.e-cbd.com/zakazukhazoo/?p=450#comment-383 Matt, I think the key is to keep the conversation going - keep the relationship alive. Just because I only 'loved' one of the wines you sent me that one time doesn't mean much - I'm not a wine critic! It certainly wasn't bad wine, in fact it was good wine, it's just that only the tempa-whatsamakallit-gra-thingy struck me as remarkable. The bottom line is I liked enough of your wine enough to want to check it out again next time I'm in a bottle shop, and the simple fact that you've engaged me on my own turf means I'm going to think you're awesome and respect you a hell of a lot more than every other brand of wine who has never bothered to start a conversation with me. Nice work. I'm off to join your mailing list now :) Matt, I think the key is to keep the conversation going - keep the relationship alive. Just because I only ‘loved’ one of the wines you sent me that one time doesn’t mean much - I’m not a wine critic! It certainly wasn’t bad wine, in fact it was good wine, it’s just that only the tempa-whatsamakallit-gra-thingy struck me as remarkable. The bottom line is I liked enough of your wine enough to want to check it out again next time I’m in a bottle shop, and the simple fact that you’ve engaged me on my own turf means I’m going to think you’re awesome and respect you a hell of a lot more than every other brand of wine who has never bothered to start a conversation with me. Nice work. I’m off to join your mailing list now :)

]]> By: Matt McCulloch http://www.dpdialogue.com.au/zakazukhazoo/what-i-think-of-kirrihill-wine/comment-page-1/#comment-384 Matt McCulloch Thu, 30 Oct 2008 06:09:06 +0000 http://www.e-cbd.com/zakazukhazoo/?p=450#comment-384 Hi Matt Like you say "ouch!" but hey, that was the goal of the exercise - get the wines out there to a new group of influential, non-wine people (consumers) with a social network and find out what they really think. Your opinion of our wines is the reality and I’m not going to argue with you otherwise based on more positive reviews and wine show awards that the wines have received. The low recall does not surprise me either. Unlike most branded consumer goods categories the wine category is enormous and fragmented with thousands of brands vying for attention. Compare the number of wine brands, or more accurately labels, with the number of car brands for example and you get the picture. With the exception of the big guys who can afford to advertise, driving desire and reinforcing branded messages, the majority of wine brands will suffer from poor recall, hence the pull off ‘Remember Me’ tab on our back labels. The wine category in Australia is full of labels – of which the Kirrihill Companions is just one – and relatively few brands such as De Bortoli, Jacob’s Creek, Penfolds, Rosemount, Wolf Blass and Yalumba etc. So from our dialogue, which cost 12 bottles of wine, we have gained several invaluable consumer insights: • Our packaging is good. • Our branding is not memorable enough. • Our quality is ok; however we need to raise it if we want to get people to actively seek out our wines. • Our communication about our points of difference needs to improve – making the most of our unusual Tempranillo Garnacha blend for example. • Our approach has generated interest and people have valuable contributions to make which will help us in the making and marketing of our wines. • How do we ensure a quicker turnaround between consumption and any resultant blogging? Needless to say, we would like to continue the dialogue and if you like I’ll send you our single vineyard Watervale Riesling which is more comparable to the Petaluma and Pewsey Vale wines – let me know. Cheers Matt PS Don’t worry about us sending you crap – our email database is opt in only. Hi Matt

Like you say “ouch!” but hey, that was the goal of the exercise - get the wines out there to a new group of influential, non-wine people (consumers) with a social network and find out what they really think. Your opinion of our wines is the reality and I’m not going to argue with you otherwise based on more positive reviews and wine show awards that the wines have received.

The low recall does not surprise me either. Unlike most branded consumer goods categories the wine category is enormous and fragmented with thousands of brands vying for attention. Compare the number of wine brands, or more accurately labels, with the number of car brands for example and you get the picture. With the exception of the big guys who can afford to advertise, driving desire and reinforcing branded messages, the majority of wine brands will suffer from poor recall, hence the pull off ‘Remember Me’ tab on our back labels. The wine category in Australia is full of labels – of which the Kirrihill Companions is just one – and relatively few brands such as De Bortoli, Jacob’s Creek, Penfolds, Rosemount, Wolf Blass and Yalumba etc.

So from our dialogue, which cost 12 bottles of wine, we have gained several invaluable consumer insights:

• Our packaging is good.
• Our branding is not memorable enough.
• Our quality is ok; however we need to raise it if we want to get people to actively seek out our wines.
• Our communication about our points of difference needs to improve – making the most of our unusual Tempranillo Garnacha blend for example.
• Our approach has generated interest and people have valuable contributions to make which will help us in the making and marketing of our wines.
• How do we ensure a quicker turnaround between consumption and any resultant blogging?

Needless to say, we would like to continue the dialogue and if you like I’ll send you our single vineyard Watervale Riesling which is more comparable to the Petaluma and Pewsey Vale wines – let me know.

Cheers

Matt

PS Don’t worry about us sending you crap – our email database is opt in only.

]]> By: Matt Granfield http://www.dpdialogue.com.au/zakazukhazoo/what-i-think-of-kirrihill-wine/comment-page-1/#comment-386 Matt Granfield Wed, 29 Oct 2008 05:35:14 +0000 http://www.e-cbd.com/zakazukhazoo/?p=450#comment-386 Julian, I reckon if I'd blogged about their products straight after I'd consumed them they'd probably get a better rap because it's not bad wine. In fact it's quite OK wine, but in my humble opinion only the Tempranillo Garnacha was worth remarking about and it's the only one I can really remember as a stand out two weeks later. I certainly have an esteemed opinion of Kirrihill as a brand and if they want to continue the relationship with me over time I'm more than happy to keep the dialogue going. If they were smart, and I suspect they are, they'll get my permission to drop me a line and let me know when the next crop of Tempranillo Garnacha hits the shelves and perhaps, in time, suggest some other varieties I might like to try. If they're not as smart as I think they are they'll forget about me when their contract with Network PR runs out and the relationship will be over. I'm just hoping they won't do the unthinkable and add me to their email list without my permission and start sending me crap, which I know will be extremely tempted for them! Julian, I reckon if I’d blogged about their products straight after I’d consumed them they’d probably get a better rap because it’s not bad wine. In fact it’s quite OK wine, but in my humble opinion only the Tempranillo Garnacha was worth remarking about and it’s the only one I can really remember as a stand out two weeks later. I certainly have an esteemed opinion of Kirrihill as a brand and if they want to continue the relationship with me over time I’m more than happy to keep the dialogue going. If they were smart, and I suspect they are, they’ll get my permission to drop me a line and let me know when the next crop of Tempranillo Garnacha hits the shelves and perhaps, in time, suggest some other varieties I might like to try. If they’re not as smart as I think they are they’ll forget about me when their contract with Network PR runs out and the relationship will be over. I’m just hoping they won’t do the unthinkable and add me to their email list without my permission and start sending me crap, which I know will be extremely tempted for them!

]]> By: Julian Cole http://www.dpdialogue.com.au/zakazukhazoo/what-i-think-of-kirrihill-wine/comment-page-1/#comment-385 Julian Cole Wed, 29 Oct 2008 05:18:55 +0000 http://www.e-cbd.com/zakazukhazoo/?p=450#comment-385 Wow, I was actually surprised by your honesty in this post. I was actually expecting you to rave about all their products. I think that we are naturally inclined to view brands in a positive light if we see that they are trying to understand us! Wow, I was actually surprised by your honesty in this post. I was actually expecting you to rave about all their products. I think that we are naturally inclined to view brands in a positive light if we see that they are trying to understand us!

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