Does it make sense to register for competitions when you’re almost certain you’ll never walk away with the laurels? Read below about two annual events that guarantee every participant at least gold for almost every wine entered. Finally enough treasure for everyone, or fools’ gold? You be the judge. – Article by Bertus van Niekerk
There is some money to be made endorsing wine. If you are a renowned taster or represent an established publication or reputable competition, chances are producers will queue for your opinion of their product. Results of independent assessments can bestow a track record of excellence when marketers compose emails or conduct tastings. Informing the buying public and influencing their spending pattern can provide a double edged sword. No wonder then that competitions have recently become more commonplace. And lucrative, to boot. Entry fees for wines submitted and selling stickers for worthy entries accumulate revenue for those in the business of recommending what’s on offer. Which is how I got involved in selling seals of approval myself. It happened like this.
Three years ago I was approached by a couple of friends, both esteemed winemakers, both members of a select society consisting of marques representative of some of the finest available in this country. Their idea was ingenious in its simplicity: scores of producers annually spend hundreds of thousands enrolling what they believe stands a fair chance earning a medal. Invariably most of them are disappointed by results. Large volumes of wine and considerable amounts of cash are spent on the exercise, yet few brand owners feel they receive proportionate recognition for their endeavour or for that matter a fair return on their investment. The proposition? A competition that would favour the bulk of contenders. Awards for wines that are not aspirational. Gilded decorations for fair examples in every category, especially if they come in large quantities. Shiny accolades for literally almost everyone, at a fee fractionally more reasonable than any other contest. Thus the annual Vitis Vinifera Awards competition was born. Tactically I was to be the frontman, because of fears that the stakeholders could be derided for debasing the concept of celebrating only exceptional specimens. A spin off for them, contracting someone already somewhat controversial, would of course be that they could enter their own labels and secure honours, instead of an uncertain and expensive wager on the competitions’ competitions.
The concept worked so well that The Awards Show (Pty) Ltd – as the holding company officially became known – in its successive year doubled up in efforts and concurrently conducted The Gold Awards: with the aim of backing value at the price point with a glossy symbol. Both competitions proudly form part of the backdrop of value adding ventures almost ubiquitous in every vendor’s inbox. And rightly so. Brilliant in its design and execution, both Awards competitions strive to break down the confines that reserve opinion to the elitist few. In fact, tasting panels for both challenges purposely consist of anonymous judges possessing minimum tasting qualifications from a trusted educational institute; taste offs facilitated by said organisation. Impersonal, unidentifiable, almost faceless.
As the only recognisable individual associated with the Vitis Vinifera Awards, I was initially ridiculed, as one of the shareholders of the competitions anticipated. At least once I was labelled opportunistic. Someone I revere even suggested that I was conducting a charade. To be fair though, most of the conversations over my two year involvement in the enterprise were marked by amusement, curiosity and appreciation. See, those who understand the bigger picture of manipulating trends grasp that the broader customer base really don’t care about who exactly backs the merchandise – the medal in itself becomes its own authority. Sure, purists may shriek and aficionados may revolt at the idea of rewarding mediocrity. But in the end it makes sense to those decision makers whose focus firmly rest in moving products off shelves. And if the golden sticker facilitates that, business will be better come next harvest. Profits will rise, operational expansions can be foreseen, volumes are bound to increase, and more job opportunities are set to follow.
Makes sense, doesn’t it? After all, are all producers of wine not in favour of levelled playing fields? Wouldn’t a scenario where most wines on every shelf display visible accolades benefit consumer, retailer and producer alike? Choice would indeed belong to the masses and if we could get them interested in taking a second glance at our produce, we’re half way into their shopping basket. This last realisation was for me the most insightful gained during my (now expired) tenure at Vitis Vinifera Awards. It’s all about the buck and who ends up holding on to it longest. These above mentioned competitions understand this principle best. Entrants comprehend the edge they gain from participating. Their lauded creations are more likely to end up at more braais and dinners. Which is precisely why they are in business.
