Page 18 - Grapevine May-June 2020
P. 18
In The Winery
Turning Award Medals
into Marketing Gold:
How Wine Competitions Build
Community & Recognition
By: Tracey L. Kelley
I f there’s one aspect of wine we can all agree edge to a winning selection, but also palate prefer-
on, it may be that what’s “good” or “bad,” in
ence. So why enter?
most applications, is all a matter of taste. Of
course, some qualities must be consistently pres- Quite simply, exposure. Few avenues of market-
ent, such as acidity, alcohol, aroma, body, clarity, ing and promotion provide such an effective boost
sweetness and tannin. But when vintners place as medaled wines sitting prominently on shelves.
their bottles next to one another in a wine compe- From regional appreciation to international recog-
tition, each judge lends not only industry knowl- nition, competition awards wave a sparkly hello
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