Greek wine has seen an explosion of attention and awareness over the last few years. Thanks to the enormous growth of social networks, information has become easily accessible and is shared on a daily basis. This is of course all great news, at the same time there is still a lot of work left to be done.
I am constantly thinking about additional initiatives that might prove beneficial for Greek wine:
Mono-Varietal Bag-In-Box Wine For Tavernas
I made my case nearly three years ago (please read this article for context), sadly nothing has happened since. I still wish that some producers would get together as a team, targeting tavernas with high quality bag-in-box wines. Those should preferably be mono-varietal wines from indigenous Greek grape varieties like Agiorgitiko, Moschofilero or Roditis. One could start with a pilot project at one of the top tourist destinations like Mykonos, where there is a large density of tavernas. If any winemaker is serious about exploring this option further, I would be more than happy to discuss it with them.
Marketing Initiatives In Europe
The Greek wine industry has thankfully been very actively promoting their products in the Northern American markets. Within Europe, there has barely been any action at all. Both Germany and the UK are potential growth markets and would certainly benefit from targeted campaigns.
Greek Wine Writers
There are a number of fine Greek wine writers, but sadly few of them publish their content in English. This is a missed opportunity, as the inside knowledge is not shared with a global audience.
I appreciate that more and more foreign writers report on Greek wine, however the fact remains that they write from a distance. Few will be able to tell the stories as authentic as the writers whose home is Greece.
I firmly believe all of these options are worth exploring. What are your thoughts?
Markus I fully agree with you on all three points. Plus a more professional and sophisticated engagement with the social media.
Not just posting nice pictures once a while but be really involved in a process that is smart integrated in the company’s daily workflow.
Markus—I couldn’t agree more. We do the best we can from a distance, but it would be hugely valuable to have more people on the ground there in Greece reporting in English.
And, after another summer in Hamburg, I can tell you the awareness of Greek wine here remains dismal. Yet imported wines rule here in this northern port city. The potential seems huge.
Tara, thank you for adding your perspective, I do hope some of the Greek writers will take heart. As to Germany, the Greek wine industry has done little to tackle this market. There have only been a limited number of initiatives over the last few years. I totally agree with you on the potential.
Niko, thanks for your comment. I would like to add that many wineries are active on Facebook, but sadly for the international markets the vast majority of them are “only” engaging in Greek.
I would like to point out that Nikos Panidis has started an English language blog on Greek wine. Nice timing, first post was published today: http://www.winedogboy.gr
As usual, I always enjoy your articles.
Are there any Bloggers that focus on Greek wines ?
Markus, I think wish number one is far too limited in its vision. Never mind tavernas, high quality bag-in-box wines should be leading the export drive, for all the obvious reasons.
Steve, you make a very fair point. Consider my wish – if ever granted – as a point of entry for further potential.
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