Extreme Pairing videos on wine.co.za
10 May 2015
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Great things start here, great things start now. It’s an absolute pleasure to have you with us once again, thank you for downloading and listening to this podcast. I’m Brad Brown and we’re joined once again today from wine.co.za, Judy Brower. Judy welcome back, nice to catch up. Last time we spoke just a little bit about the website and what you guys are up to and you mentioned a phrase which I absolutely loved, you said the ‘internet beast’ because that’s what it is, particularly if, in the space that you guys are in, creating content.
It’s often very difficult to keep up and you need to keep producing great content and one of the tools that you are using, are video. You mentioned the sort of video wine, sort of tasting, not tasting but the actual description of the wines. It’s amazing what you guys are doing there and you were just talking about the growth from organic point of view on YouTube, but you’ve started a series that I am, I’m in love with. I think it is so brilliant, Extreme Wine Pairings. Tell us a little bit about that.
About our Extreme Pairing videos
JB: Yeah we’ve partnered with Jean-Vincent Ridon whose a crazy Frenchman without an ego, as he explained himself. Jean Vincent has been really quite instrumental in really uplifting wine in and bringing it to many different people without the sort of snob value of wine. We’ve been talking for a while about producing some videos with him.
So we put together this set of videos, we’re producing twelve of them in total called Extreme Pairing with wine.co.za and Jean-Vincent Ridon and the idea is that for each video that we take three different wines, from different producers. Then Jean-Vincent will pair them with a particular food and he is kind of going around the world.
I mean, we have now produced about four or five of them and we’ve only released two so far. I’ll talk about them in a minute, but the idea is really to take something, often very ordinary that we eat on a daily basis, or something really, something unusual. Then he talks about how the wines match with that particular food and they’re in our, on wine.co.za in the Extreme Pairings spotlight we have there just on spotlight that we created, we can actually feature different things, it’s like a mini plug and play website
So the very first video that we did was with a Cab Franc Carnival actually in June I think. So we took four Cab Franc wines and paired them with a whole lot of lovely smoked hams and prosciuttos and Jean-Vincent. Now the very second one that we’ve produced, he’s taken the good old British Pork Pie and paired that with three different wines.
So yeah and there are a couple of other interesting ones coming along that we’re about to release over the next few months. The idea really behind it is to create material which people find interesting and fun and willing to share, no? Yeah and the difficulty is creating content which is interesting.
BB: Yeah because that’s exactly it, ideally you want the content not to just be viewed, but also to be shared. Often you mentioned the snob value in wine, there is this huge perception that it is very, it is very much that way. But videos like this and one of my early exposures in the wine industry was to an American guy called Gary Vaynerchuk, I’m sure you’ve heard of him?
JB: Oh yes. Absolutely yes.
BB: From Wine Library TV.
JB: Fantastic difference on TV and video, yeah it’s really brilliant.
BB: Yeah absolutely and that’s also, is a case of it just breaks down barriers and that’s why I love these sort of things. From a business perspective, do you feel the pressure of having to keep on creating great content like this?
Are people constantly looking for more information?
JB: Yes, absolutely, and it’s difficult to continue to be creative and find things that people will have, you know to share and from a sort of slightly different perspective, you know. One of the great, the gate keepers for the wine industry are wine waiters and sommeliers.
In South Africa particularly, we have many waiters who come in from often a rural background, or an environment that’s never really been exposed to the wine culture. What we’ve also produced is another set of videos called Nose Your Wine. These are educational videos which are really aimed at the wine waiter who really doesn’t know a thing and he doesn’t know that grapes grow in a vineyard etcetera.
So the idea with them also is to create video material that can be shared amongst hotels, restaurants, hospitality training, houses, wherever they are, so that they can actually, you know, feel a little bit more confident about what they’re selling. Then sell up really so that both it has good value for the wine waiter and for the producer who is trying to sell more of their wine. So yeah, it’s not easy to come up with interesting ideas, but we do try.
BB: The ideas are pretty tough to find but I’m amazed, you’ve managed to find a Frenchman without an ego, how did that happen?
Jean-Vincent is great value
JB: I don’t know, I think Jean-Vincent’s been around for such a long time, I think he’s done everything from wine making to restaurant owning to all sorts of things. He also runs the South African Wine Tasting Championship which is a fabulous initiative he started a few years ago, and the top tasters get to go to France to participate in the World Blind Wine Tasting Championships in October. He takes them for this week of tasting, it’s a real, the Springboks of the South African Wine Tasting environment really. So yeah he’s done some really great things behind the scenes.
BB: I think we need to get him onto the podcast as well. Judy I’m going to pop links to those videos in the show notes of this edition of Old Mutual Live, I think those videos are brilliant. So I’m going to share them far and wide with our audience as well. Thank you so much for time once again.
JB: Brilliant, thank you so much.
BB: Here on Old Mutual Live.
JB: I really appreciate that Brad, that’s fantastic, thanks a lot and if you, anybody wants to go and stock up on wine, they know where to go.
BB: wine.co.za that’s where you can get all the info. Judy thank you so much for your time once again, much appreciated, we look forward to catching up again soon.
JB: Thanks Brad, keep well, all the best. Bye.