Hey there, the 6th Digital Wine Communications Conference is almost there and the keynote speakers are known : Clark & Arto !!!
CLARK has written his “The Postmodern Winemaker” column in Wines & Vines for many years, as well as having been directly involved in several controversial scientific innovations in the world of wine making. At the same time he is also Best Of Appellations Director at Appellation America, a proponent of both living soil and sulphite-free winemaking as well as the influence of music on wine. He brings a great deal of experience to the debate.
What struck me was Clark’s clarion call for openness and a re-examination of the weight of received wisdom that winemakers, as well as wine writers, labour under. Is micro-oxygenation bad? Is ageing in barrel good? Should wines always be protected from oxygen and Brett? Are these the marks of cheats, charlatans and industrial factories, or the tools of educated winemakers who care? Do you think you know the answer to that already?
Is our ongoing reliance on flavour-wheels, WSET standard notes and 100-point scales holding us back? If we can free ourselves from excess baggage, from having to repeat the same clichés in order to be taken seriously, might it also liberate the wine commentator to finally “think different”? Would it also allow winemakers to experiment more openly to create better wines and encourage a more open exchange between wineries and consumers?
Clark will come to present his view on this subject, and his call to develop a new, effective language of flavour and style.
Yet, Clark’s scientific approach, albeit a more open-minded one, is only one side of the story. Consumers may want more honesty, but they don’t want more technical detail. In fact, we already bamboozle them with too much. We need a new generation of communicators who can find new ways to speak about wine and its relationship to our lives.
ARTO is the Finnish Gary GaryVee did this through sheer exuberance and an ability to put wine in the context of US sports as well as its food and treats. It spoke to a huge number of young, web savvy consumers. He was a great success, no doubt, but a very US phenomenon. Where’s the UK Gary, the French Gary, the German Gary? Thankfully, we have found someone with the claim to be the Finnish Gary.
Arto Koskelo burst into our consciousness through the deliciously crazy, yet highly engaging Viini TV in partnership with Ilkka Sirén. Since then he has gone on to publish a book (his second coming out any minute) and now appears on Finnish TV.
Arto is what I imagined the new generation of wine communicators would look like. Young, funny, friendly, approachable, sporting tattoos rather than cravats, committed to his topic and able to move effortlessly between media for delivering his content – whether print, digital and video.
Arto will present his take on communicating the ‘flavour’ of wines, their styles and stories, to the world at large in the media landscape of 2013.
Maybe the new era of wine communications has finally arrived? Join us for the discussion at this year’s DWCC in Rioja.
Note : text is freely borrowed from the #dwcc website …