July 28 2006
Tomat Fermentation has a post on the Carlo Rossi jug wine furniture-buildingproject that I highlighted on Monday, the 24th. Tom usually scoops me, so it’s nice to be a day or so ahead ofhim for once. It’s a rare occurrence.
Onearea where I do have to take exception is his reference to Carlo Rossi as: “These guys have their tongues so deeply embedded in their cheek thatthe entire dimple has been erased.”
Notso fast.
Infact, they don’t have their tongue in their cheek at all. This site plays it straight and they arefocusing their attention on a group of influencers that are complete hipsterdo-it-yourselfer’s. In my post here, Ireference ReadyMade magazine, a niche magazine that skews to the young andironic—the kind of kids that are curve-busters in your college class, drinkwine on the weekend AND know where to score Mexican Sinsimilla, to loosely paraphrase Carl Spackler from the movie Caddyshack.
So,it is with small, prescient delight that I checked out the ReadyMade Magazineweb site today. What did they postyesterday—the 27th? You gotit! A nod to the Carlo Rossi site. You can check it out here.
In general, while alot of winemakers want to put animals on their wine labels to appeal toMillenials, it’s really a demographic that drank Pabst beer when itmade its resurgence and wears t-shirts from a site likethreadless that you want to target—but, be warned, chasing these customers islike chasing the wind—very, very difficult to do successfully. My .02 cents--Carlo Rossi might be doing it. In this arena, it’s good enough to be hip and not talk about your wine.
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