The Goodes

Last June, I got to marry my middle school sweetheart, Daniel.  It was the best day of our lives — full of joy and love, and the people most important to us.  During our wedding venue visit, we were given the option to select the wines to be served at the open bars.  We did a blind tasting and chose Murphy Goode.  To this day, Murphy Goode still holds a special place in my heart. When I see it in a wine shop, I feel a flurry of warm memories from my wedding day.  It emphasizes the emotional connection we have as consumers with wine, and the experience around it.  

This past week, a partnership was announced between Indochino and Ryder Estate wines.  Indochino is a bespoke suit company that appeals to the refined, prestige market.  Ryder Estate wines targets the same customer segment of upper-middle class professionals who care about sustainability and quality. Both companies share the same core belief, "“to inspire confidence that people admire.” 

This begs the question why more wineries aren’t teaming up with fast-growing consumer brands to create experiences around their products.  One example I always think of is Veuve Cliquot’s polo event.  Attended by influencers in mass, Veuve, a heritage brand, has continued to stay relevant with millennials. 

Each year, there are almost three million weddings in the United States.  This presents an attractive opportunity for small and mid-sized wineries to build their brands.  Partnering with bridal boutiques could present a relatively low CAC compared to LTV of the consumer.  A glass of wine at a dress shopping appointment could mean bottles served at a bridal shower, cases sold for open bars at the wedding, and future revenue streams during Valentine’s day or anniversaries.  

One bridal shop that I absolutely love is Grace Loves Lace.  Originally a small boutique in Australia, the brand has exploded on social media and has opened show rooms across the world.  If I were St Hugo, Wirra Wirra Vineyards, or Jacob's Creek, I would be jumping at the seams to sign a partnership with Grace Loves Lace.  Partnering would offer two Australian brands -- one traditional and classy, one youthful and popular.  I can imagine a prospective bride, sipping on a glass of St Hugo's Cabernet Sauvignon while trying on a wedding dress.  Guaranteed 10 years later, when she sees a bottle of St Hugo's on the shelf, she will feel the same warmth that I do when I see Murphy Goode.