Thursday, September 06, 2007

Overheard on AM Radio

I love baseball, and as any true baseball lover, I naturally listen to the Yankees on the radio. Late in the game between the Yanks and the Seattle Mariners last night (Yanks win 10-2), sandwiched in between ads (that's short for advertisement, for those of you not in the business) for Foxwoods Casino and Wendy's, I heard an ad for Palmer Vineyards on the North Fork of Long Island.

The following is a re-creation, not an exact quote, but the content is accurate (read in radio announcer's deep sing-song voice):

"...come taste our award winning wines while enjoying our beautiful setting on Long Island's North Fork. Plenty of games and activities for the kids, and we provide designated drivers. So come to Palmer Vineyards..."

I laughed out loud. Maybe they don't actually plan on ensuring that all of the visiting adults drink enough wine so as not to be able to operate a moving vehicle. But then again, it was a late inning radio ad on the Yankee game. Maybe they think that audience wants to gulp the wine, not just taste it. Who knows what they meant, but it was funny at first, and then I couldn't help but mentally file away Palmer wines (without ever having tasted one, in my recollection) as plonk for the swilling designated driver set.

Not Palmer's intention, I bet. And before you say "well you're not their target audience Brooklynguy," with that smug smile on your face, you're wrong! I am their target audience. I listen to the Yanks on the radio, I like playing poker, I don't eat at Wendy's but I do love a good burger, and I'm a 25-45 year old male married with a kid who drinks wine. And most importantly, like 96% of us (all statistics made up, yet true) who were listening last night and who are curious about wine...I am not flattered by the assumption that I must actually get drunk to enjoy a wine experience.

C'mon Palmer, let's see if you can convince me to spend my money and time on your wine NOW. Maybe if you offered one of your designated drivers to take me to a designated wine shop and then if that driver also acted as the designated funder of my bottle, I would consider it.

That was supposed to be a joke, I am not angry at Palmer. Really, I just think it was a silly ad. The wine market is growing here in New York, and in general, and the wine industry should not make the mistake of underestimating us as consumers. Sure, a small few of us are wine gulpers who will get drunk at a tasting room, but why would you target them in your ads anyway?

15 comments:

Jack said...

Hey, I like how they encourage you to bring the kids. It's not like that here in Napa/Sonoma.

And, oh,
"as any true baseball lover, I naturally listen to the Yankees on the radio"

A true baseball lover would be listening to the Mets. :)

Lenn Thompson said...

"...with a kid who drinks wine"

Pia is drinking wine already? ;)

I actually wrote a column in a local paper (and did a blog post this morning)out here about this very endeavor, though I've never heard the ad. I'm a Pittsburgh Pirates fan. (go ahead and laugh).

I applaud Palmer for trying something different, but pushing the 'designated driver' thing is odd.

Palmer IS very very family friendly and, again, I think it's great that they are trying to attract a new audience out to the North Fork.

New ideas are needed in local wine marketing. I'd rather see some "swings and misses" than the same old boring promotions.

Like how I worked that bit of baseball in there?

Colleen said...

You know it doesn't take very much wine to be considered over the limit. Having a desingated driver doesn't automatically mean you're swilling wine and getting wasted.

What a snobby post. Wine is to be enjoyed by any adult that would like to consume it. Whether it's cheap or expensive, in small quantities or large.

Personally, I like to taste some days and swill others...so I guess I'll stop reading this snooty blog.

Yankee fans...

Joe said...

I will be in NYC early in Nov. and I want to have a glass with you. Marcus can vouch for me (no three heads or weird mannerisms - I think...) Let me know if that works. You can always email me. Cheers!

Brooklynguy said...

Hiya Jack - yes, bringing kids is good, but as far as the Mets...At least we can agree on the Rangers.

Hey Lenn-I agree with everything you said. I don't think the ad is bad or that they necessarily meant to push getting wasted. The syntax just struck me funny, and it was the 8th inning of the Yankee game after all, so I was completely wasted. Kidding.

Sorry Colleen-agree with your comment about not taking much to be over the limit. I never commented about how to enjoy wine and I wouldn't say there is a "right" way, so not sure what you're reacting to. But since you're not reading anymore, you won't see this anyway. Glad you came by that once, and if you ever reconsider, I'll be here to welcome you.

Hey Joe-you're on without a doubt. The sooner we nail down a date the easier it will be. I'll supply the designated driver.

Marcus said...

Joe wanting to have "a" glass with you... sorry Neil I can't vouch for THAT.

I really want to take another vacation in Brooklyn this fall. Dream on...

RougeAndBlanc said...

I would say the ad you referenced here is in the same league as the one ad that runs VERY FREQUENTLY on WFAN that markets Gallo's Dancing Bull label proclaiming:
"Dancing Bull takes wine seriously so you don’t have to"

What a bunch of bull!

Joe said...

Hi Neil,
Marcus is correct - a single glass would be impossible. I will be there on business Nov. 5-7. Best for me would be evening of the 4th, second choice 7th. Feel free to EMAIL me (more efficient).
Cheers!
PS-what is the driver for?

Brooklynguy said...

Thanks for the warning Marcus, I appreciate it. I will be careful. If Joe thinks he's going to get me drunk and take advantage of me or something he's got another thing coming.

Hey Andrew - sounds like silly wine ads abound.

Joe - is your email address on your blog somewhere? If not email me at Brooklynguy@earthlink.net. Nov 4 is a Sunday so you'd have to come out to Brooklyn, which would be fun. Otherwise the 7th is fine. Driver is a reference to the post you commented on...

Joe said...

Hi Brooklyn - sent you an email. Let me know. Cheers!

Jill said...

you are such a snob, Neil. I don't think I can read your blog anymore...but will you still keep d547 on your blogroll? (kidding, of course). I would laugh at an ad like that too. Haven't ever heard one for wineries in California.

Brooklynguy said...

it's a pretty interesting idea i think. lots of wall street types are into the yanks and other nyc teams. they like wine...why not advertise?

Trajadoja said...
This comment has been removed by the author.
Jared said...

While I am thrilled to see Long Island wine doing such marketing, I have a different issues altogether. I've found that if I hear a radio ad for a wine or see a TV ad, I subconsciously write it off as commercial crap. It's a terrible reaction that I need to get over, but it has a history in reality.

Brooklynguy said...

Hi Jared - understandable in that wine has not typically been advertised on TV, except for Paul Masson "we drink no wine before it's time" and the like. Lancers too. But true that things change. Thanks for the comments.