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NEW NORMAL

CITIUS, ALTIUS, FORTIUS

The Olympic motto “Faster, Higher, Stronger” was coined by Father Henri Di-
don, who was a close friend of Baron Pierre de Coubertin. It was adopted by
the IOC in 1894. Do you find these words inspiring when you send your wines
in a competition? Does the vision of being awarded medals motivate you to
become better and better, and maybe even the best??

SUCCESS IN COMPETITIONS
DOESN’T COME FOR FREE

I personally think that one of the best POS their results immediately once the competiti-
tools is a medal on a bottle, showing that it has on is over. I´m sure the divital revolution will
succeeded in a major international competiti- only speed up this process.
on. Both an expert and a layman will notice The buzz if your wine makes it to the sweep-
this. Not everyone has the same opinion as me stakes is the best 3rd party endorsement you
for example, Tim Atkins stands on the opposi- could want. Fifty to eighty different professio-
te position, but I stand by it. nal palates sent your wine forward and concur
Competitions have a number of functions. it has the chops, that’s more significant than
Above all, they provide feedback to the ma- a single critic’s review.
nufacturers themselves. Quality competitions Equally important are the awards won. Ame-
inform all competitors about the results achie- rica usually awards one nicely executed metal
ved by their wines after the evaluation. It can medal hung around the neck of the bottle,
bring about the elimination of operational which is then displayed in the winery‘s visitor
blindness but also a signal about what wines room.
people like in the world and how my wine “If you get a gold or a silver medal, that has a lot
compares to current trends. More and more of weight so to speak at retail or in your marketing
competitions are getting sophisticated with campaigns. If you don’t medal, hardly anyone
their software so the participants can track knows that, unless they want to study 2000+ wi-
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