Long time bewitched by English & American wine critics, ViniPortugal is communicating a new service on behalf of two ladies with huge commercial creativity and little knowledge of Portuguese wines (I am using any Portuguese young wine blogger as the average reference). I know and respect the enthusiasm of both wine ladies. And I have nothing to do with Ah&Ah’s direct approach to whatever wine producers. But my gut gets sick when a National Board of Wine Promotion lodges under ViniPortugal’s brand such an ineffective and unpractical service.
Through ViniPortugal’s misusage of their email database, Portuguese wine producers and regional certification boards got to know that Ah&Ah consultancy will assess some wines of all interested companies and say about its level of readiness towards the UK market. From my long time forgotten MBA I have learned that the key to effective service is matching your skills and knowledge to the needs of others. How do you determine these needs? Instinct and intuition can help, but there is no substitute for doing your homework. In order to choose the right service, you must know the specific ability and willingness of the people you are trying to influence. Anglophile ViniPortugal was an easy target as the commissioning errors involving English Wine Consultants were more than some few in the past. I do hope that our proudly Portuguese Wine Promotion Board would rethink this Lose-Lose sponsorship. In order to add some common sense to all parties involved, namely the ones that I care the most – the Portuguese producers – I am sharing with you 10 questions to be answered prior to your decision to accept this inappropriate service:
1. Could Ah&Ah show evidence of a long term practice of this sort of service or will the poor and gullible Portuguese producers be Ah&Ah’s first shot? This is an easy one as I am sure that ViniPortugal’s careful attitude would recommend this immediate query.
2. Did ViniPortugal ask how many new wines have reached the British shelves directly related to this service?
3. As a renowned wine buyer, how may Portuguese wine brands did Jo Ahearne buy during the last 3 years?
4. Let’s say that Ah&Ah strongly recommends a packaging in case of 12 instead of case of 6 for the UK market. Are you ready to accept and implement this change?
5. Let’s say that Ah&Ah strongly recommends screw tops instead of cork. Are you ready to accept and implement this change?
6. Let’s say that Ah&Ah shares with you that the majority of UK consumers have a perception of Portugal as a slightly fizzy and crispy rosé and white wines producing country. Will you change the profile of your wines to meet this overall perception?
7. Let’s say that Ah&Ah strongly recommends a radical change on your labels. Possibly a tender involving UK design companies would be effective. Are you ready to accept and implement this change?
8. Let´s say that Ah&Ah assessment on one producer’s wines is out of this world, with a certainty of delivery to the UK market needs and expectations. What is the foreseen success rate for this producer to reach the UK shelves?
9. I ask you: ViniPortugal, Presidents of Wine Regions, Producers. Wouldn’t it be more leveled if this service were paid by success rate?
10. Imagine that this ViniPortugal communication nonsense will attract 1000 producers that will pay 300 euros each. Does anyone, Ah&Ah included, in honesty think that the 300.000 euros of consultancy fee will substantiate a 300.000 euros business of new Portuguese brands standing out in UK shelves?
If the answers to those 10 questions are basically negative, please SAVE 300 EUROS and invite your family for a week-end in London. You may, as well, know someone that is friendly related to you and a prospective real business might occur. If not, West End fantasy musicals are far from being a scam. The air tickets are a bargain (didn’t you know that Ah&Ah?).
