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WINE COMPETITIONS

multiplies, it is important for marketers to cho- tractive and effective marketing technique.
se carefully where they enter their wines. They SFIWC medal winners range from some of the
should be looking for the most established most renowned international wines to bou-
and prestigious competitions to enter. tique wineries that we’ve helped put on the
The value of the competition format is the map. Not only is an SFIWC medal a testament
consensus nature of the results. An indivi- to your hard work, it’s a universally recognized

dual is likely to have prejudices. These get indicator of exceptional quality and crafts-
smoothed out when the awards are adjudica- manship.
ted by a panel of three or four. Consumers are Our medals are valuable sales tools that can
much more knowledgeable and sophisticated garner a flood of attention from press, indust-
than they were in the days of Parker‘s influen- ry experts, and consumers. In a saturated mar-
ce. So, no new Parkers. ketplace, winning an SFIWC medal sets you
Certainly, as the market becomes more and apart from your competitors while giving you
more crowded, being able to set your wine in opportunities to further promote, market, and
a special place – above the crowd – is an at- position your wine to consumers. ƅ

Holly Howell and Ron Dougherty
Ron is the Executive Director of the Raise A Glass
Foundation, the Great American International Wine
Competition and the Great American International
Spirits Competition. Wine industry financial and
business consultant, political lobbyist and educator.
Holly is award-winning wine journalist. Owner
and operated of the Seasonal Kitchen
Cooking School in Rochester, New
York and UNCORKED. Certified
Sommelier/Certified Specialist of
Wine/WSET 3
Great American Intl. Wine Competition

Wine lovers are often lovers of history as well. To study a wine region involves
understanding the cultural time-line in which it was created. This not only
quenches our thirst for viticultural knowledge, but it can greatly enhance the
overall enjoyment of the wine itself. Especially when you understand the ups
and downs that history can deal to an agricultural product. And history has
not always been favorable to the grape! Between wars, phylloxera, prohi-
bition (USA), climatic changes, natural disasters, etc., the wine industry has
shown an amazing knack for survival. It hasn’t been easy, but there is no ques-
tion that a splash of optimism (and creativity) can help you to get through.

Now we find ourselves with another major of great vintages, the trade itself has been
“worldwide” challenge. The Covid-19 pande- compromised by the pandemic regulations.
mic has thrown the wine world into yet ano- Restaurant and bar seating limitations and
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ther chaotic test. Despite the wonderful slew closures, social event cancellations, travel re-
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