Video killed the wine stars

It is certainly not easy in this time to deal with wine’s events. Wine’s synonymous with friendship and closeness and joy; it can’t be presented on the other side of the screen. But that’s what many wine show organizers have found themselves doing, sometimes quickly, to still allow wineries to present their labels.

There are new ways to talk about wine, as they did for example at the Milan Wine Week, with the widespread events concluded just before the end of the fairs and with live virtual appointments with international buyers. I saw some YouTube videos of MWW, where master classes and tastings were filmed.

Wine’s events and suitable format

And here we are at the point of the post, the language to use. I think we can say it in quiet serenity, posting videos of over an hour on YouTube with people talking in a low voice or in a monotone is a mistake. This is shown by the views, ranging from 8 to 27. I don’t know if they took the trouble to measure the viewing time and how many of the 27 reached the end of the video.

It’s a shame; as any communication expert could tell you, the format is completely wrong. It would have taken some innovative editing, some videos from the guest cellars for example, a less plastered attitude. The videos proposed by The Wine Show Creative Team can be a good starting…