A few weeks ago I was offered the chance to participate in a live online blogger tasting of expensive (over $30) Chilean red blends.
I said yes; I'm not sure why, because I don't know if I've ever ordered a pricey Chilean red blend. Then I got busy that night and missed the event.
I got to wondering how effective that campaign was, so I asked, and Wines of Chile answered.
Turns out the wines were sent to 50 bloggers. I have posted the list below, unfortunately in JPG format, so they're not hot links. You'll have to seek out the blogs by their names or URLs to read the posts.
I had planned to write something about these posts, but fell asleep reading them (note to these bloggers: certainly I fell asleep before getting to yours.) Most are little more than tasting notes, with many people making a connection to the Chilean miners being rescued.
Is this effective marketing? Most of the big names among wine bloggers skipped it. Is this enough payoff to justify the expense of shipping a box of wine to 50 bloggers -- many of whom, like me, took the wine and wrote nothing?
I'd love it if people would weigh in and tell me any evidence of wines being sold because of these posts. I'd also like it if Joe Roberts or Jo Diaz or some of my other online friends who posted on the tasting would tell me if the tasting affected their opinion of Chilean wine, these wines, red blends, etc. Will you write more on the topic, or is that the end of it?
I also know that I have a number of wine industry readers, so I'm curious for your take on the success or failure of this campaign. There's a reason I still allow anonymous comments on my blog, despite legal headaches (and cowardly meanies), and this is part of it. In this instance, candor may be more valuable than identity. Thanks.