OBSTACLES TO GLOBAL RECOGNITION
Regional wine marketing groups face a host of formidable challenges when organizing their tasting events and competitions— less-than-ideal tasting conditions and methodologies, recruiting judges with “open-palates”, navigating local producer politics, sample verification and vetting, marketing their events, and effectively promoting the achievements of the participating producers to increase their bottom lines.
“I can add a personal endorsement based on decades of experience with BTI when I ran the New York Wine & Grape Foundation. We had a “wine competitions” program partially subsidizing entries into legitimate competitions, including BTI, with good results. Because New York has a broad diversity of grape varieties– Native American, French hybrids, Cornell creations, Minnesota varietals, and Vinifera–it was important that the judges were “open-palated” and not “viticultural [bigots]”, but gave every wine the fair chance it deserved. BTI met that test.”
– -JIM TREZISE, PRESIDENT, WINE AMERICA
Did your last event showcase your region on a global stage with international standards?
Did each of your region’s producers get the promotional value they hoped for?
Would each of your members say that the methodology used was fair and impartial for all?
Was the responsibility and logistics of executing a safe, large-scale event overwhelming, especially in the COVID-19 era?