Pinot Noir lovers all over the world united last Thursday 18th August for the second annual #pinotsmackdown. It was country vs country in a flurry of tweets that sought to identify the best Pinot Noir producing region or nation. Pinot Noir lovers used twitter as a medium to taste and tweet about a range of Pinot Noir, many at specific events being hosted to allow consumers and the trade to sample different wines and then used a regional hashtag to vote.
Whilst there’s always a competitive rivalry between Australia and New Zealand, and a win for Australia would have been nice (especially given the recent Rugby Union results), it was exciting to see the New Zealand wine industry, spurred on by @Jayson_Bryant and @nzwine, get behind a social media event and collaboratively come together to talk about the great Pinot Noir wines being produced from numerous New Zealand wine regions. According to organizer Ed Thralls, the votes were super close with only 23 votes separating New Zealand from Oregon who came in at a close second followed by California and then Australia in fourth place. Full results posted here . Well done to New Zealand wineries!
I discovered and subsequently have sought out and purchased a number of different Pinot Noir wines that I tried on the day with the notable Australian stand outs from my perspective being the Hoddles Creek Pinot Noir 2010 (exceptional value), Heemskerk Tamar Valley Pinot Noir 2010, Tapanappa Foggy Hill Vineyard Pinot Noir 2009 and the Dalrymple Pinot Noir 2010 from Tasmania. Whilst direct sales may not always correlate immediately from these varietals days, it certainly raised awareness of some of the brands and regions producing great Pinot Noir globally.
From the Tweetreach tracker that I set up two days prior to the event, the final numbers taken on 20th were as follows:
There’s always debate about what these numbers mean and different reporting systems will show various results. What is important to note is that when a global community comes together, brands who leverage can help to raise awareness and trial of their product.
What you can take out of this – Learnings for future events:
Unlike days like #chardonnay day and #cabernetday – we always expected #pinotsmackdown to have a more specialized audience, but that does not mean it wasn’t worthwhile to get involved. Some learnings for wineries new to these sorts of tweets ups to consider:
Get ready for the next events:
If you enjoyed the fun of the #pinotsmackdown, there’s more in store over the next few months – get involved in:
There’s lots of discussion of late about ‘Tweet Ups.’ Having been involved in organising a few (Wine Communicators of Australia Taste and Tweet #WCATT, Best’s Tweet Up, #Cabernet Day and the Rosé Revolution) I thought I’d share some thoughts with you on ways to make the most of the opportunity.
I’ve watched with interest the growth of this phenomenon in the United States to the point where it’s no longer a drawcard event. People are really getting involved – there are so many tweet ups in wine that it’s almost part of the tasting scene.
However, if used appropriately in Australia as part of the marketing mix, tweet ups will still definitely have their place, as long as activities are co-ordinated so they are not happening too frequently. For a brand, I think the tweet up is a great concept to consider for a collective message or to spread the word about great wines, or simply to generate some discussion, There’s also some great sessions like #spitbucket that are held regularly where people can meet up to look at wines of interest and engage in debate. (more…)