I come from Rheinland-Pfalz. That is not just a long and complicated name for Germany’s sixth-largest state, it is also a door to the infinite world of wine. Some 10,000 winemakers produce 65% of all German wine in my home state — and that’s about as much as I know about wine.
What I do know is good marketing when I see it, and I can tell you that out of these 10,000 winemakers, one has completely, unequivocally dominated grocery store aisles for the past few years. Their name is Emil Bauer & Sons, and what they’ve done is as genius as only the simplest ideas can be.
Before I tell you their marketing trick (and it really is just marketing on top of an already good product), you must know: selling wine in a German grocery store, particularly in Rheinland-Pfalz, is not an easy ball game. In most shops, the wine section looks like this:
It’s not like your sauvignon blanc will be one of three white wines on display. No sir. You are going up against an armada of fermented grape juice from all over the world. Italy, France, Spain — New Zealand, for Pete’s sake! Your stuff better be good.
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