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The The rise rise of cult wine of cult wine (prices)(prices)
1976 - The Judgment of Paris Top CA wine = top French wine
CA/French joint ventures Opus One = Chateaux Mouton Rothschild
Robert Parker and the 100 point scale 95 point Russian River Pinot Noir = 95 point red Burgundy
Celebrity/consulting winemaker Michelle Rolland wine in CA = Michelle Rolland wine in
France
Charity wine auctions Napa Valley Wine Auction prices = Hospice de Beaune
prices
Cult Wine Cult Wine ConceptualizationConceptualization
Wine Industry
Celebrity Winemaker
Special Vineyard
Small Production
95+ Rating
Economics
Veblen Good Price
Demand Exclusivity Snob Effect
“A working definition of cult wines can be elusive.” James Laube, 2000 (April 30th), The Wine Spectator.
Marketing Marketing Conceptualization of Conceptualization of
CultsCults Cults (Rushkoff 1999)
Brand cults (Belk and Tumbat 2005)
Brand culture (Thompson 2004)
Cultural branding (Holt 2004)
Brand communities (McAlexander, Schouten, and Koenig 2002)
Tribal marketing (Kozinets 1999
Sacred consumption (Belk, Wallendorf, and Sherry 1989)
Rushkoff’s 20 Rushkoff’s 20 Characteristics of CultsCharacteristics of Cults
1. The Goal
2. A Charismatic Leader
3. Sacred Doctrine
4. Divine Coincidence
5. Positive Results Through Commitment
6. Extraordinary Measures
7. Member Complicity
8. A Cycle of Breaking “Self”
9. Confusion and Transference
10. Prescriptive Behavior
11. The Goal of Inclusion
12. Never Expose Uncertainty to Those Lower in the Pyramid
13. Never Expose Uncertainty to Those Higher in the Pyramid
14. The Cult Precludes All Other Commitments
15. Never Refuse a Request
16. All Requests Can Be Challenged
17. Never Take Action in the Cult Leader’s Name
18. Act Automatically
19. Witness and Accept the Leader’s Faults
20. The Cult Leader is Perfection
Which Apply to “Cult” Which Apply to “Cult” Wine?Wine?
1. The Goal
2. A Charismatic Leader
3. Sacred Doctrine
4. Divine Coincidence
5. Positive Results Through Commitment
6. Extraordinary Measures
7. Member Complicity
8. A Cycle of Breaking “Self”
9. Confusion and Transference
10. Prescriptive Behavior
11. The Goal of Inclusion
12. Never Expose Uncertainty to Those Lower in the Pyramid
13. Never Expose Uncertainty to Those Higher in the Pyramid
14. The Cult Precludes All Other Commitments
15. Never Refuse a Request
16. All Requests Can Be Challenged
17. Never Take Action in the Cult Leader’s Name
18. Act Automatically
19. Witness and Accept the Leader’s Faults
20. The Cult Leader is Perfection
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Research MethodsResearch Methods
1) Exploratory Interviews
53 filmed interviews of wine customers and winery/restaurant employees
Gain a better understanding of cult wine perceptions in Napa and Sonoma, CA
Adapt Rushkoff’s 20 characteristics of cults to cult wine
2) Cult Characteristics Interviews
10 filmed interviews with wine customers on a winery with a closed mailing list or wine industry employees knowledgeable about cult wine.
Is “cult” an appropriate term for “cult” wine?
1) Exploratory 1) Exploratory InterviewsInterviews
General
(How often do you drink wine?)
Specific
(What makes a cult wine different than a non-cult wine?)
2) Cult Characteristics 2) Cult Characteristics InterviewsInterviews
20 questions, one for each cult characteristic.
Examples: A charismatic leader: Are cult wine winemakers
charismatic? Are cult wine winery owners charismatic? Do cult wine winemakers/owners follow a past philosophy, or do cult wine winemakers/owners follow a new philosophy?
Extraordinary Measures: After joining a cult wine mailing list, did you have to do anything extraordinary to get future wine shipments? Did you have to go through extraordinary measures, such as attend special events, travel, or pay even higher prices for more cult wine? (What about other cult wine customers?)
Prescriptive Behavior: Have you ever sought guidance from cult wine winemakers or winery owners on how to behave (what to eat, what to drink, etc.)? Have you been given instructions on how you should behave by cult wine winemakers or winery owners (what to eat, what to drink, etc.)? (What about other cult wine customers?)
Which Apply to “Cult” Which Apply to “Cult” Wine?Wine?
1. The Goal
2. A Charismatic Leader
3. Sacred Doctrine
4. Divine Coincidence
5. Positive Results Through Commitment
6. Extraordinary Measures
7. Member Complicity
8. A Cycle of Breaking “Self”
9. Confusion and Transference
10. Prescriptive Behavior
11. The Goal of Inclusion
12. Never Expose Uncertainty to Those Lower in the Pyramid
13. Never Expose Uncertainty to Those Higher in the Pyramid
14. The Cult Precludes All Other Commitments
15. Never Refuse a Request
16. All Requests Can Be Challenged
17. Never Take Action in the Cult Leader’s Name
18. Act Automatically
19. Witness and Accept the Leader’s Faults
20. The Cult Leader is Perfection
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
Y
N
N
Y
Y
Y
Y
Y
Y
Y
Cult Wine in 2009Cult Wine in 2009
Crushpad: $14,900/barrel
Extra rigorous fruit sorting to remove imperfect grapes
Extra saignee (bleeding of juice) to concentrate wine
Fermentation in new French oak puncheons
Optional extended maceration
Up to 150% new French oak, including barrel rotation and finishing barrels
Luxury-class packaging including heavy bottles, custom corks and gold foil labels
Gary Vaynerchuk:$? speaking fee
WineLibraryTV.com video blog.
GaryVaynerhcuk.com blog
600,000+ twitter followers
29,000+ facebook fans
http://www.crushpadwine.com/wine_making?page=mycultcab
http://winecast.net/2008/03/25/wine-video-and-the-cult-of-gary/
Thank YouThank You
“Cult” Wine?
Dr. David Horowitz
Sonoma State University
DrHorowitz.biz
This study was funded by a Sonoma State University Wine Business Program Research Grant