
Cold Storage’s 2012 International Wine Fair is back like a clockwork at Great Eastern Mall, Jalan Ampang from 12 to 22 April. The pickings look promising with Taylors and Terrazas de los Andes featured on the promotional poster, but lets be realistic if the previous promotion at Solaris Mont Kiara is anything to go by. Go check it out by all means. Do look out for the terrific value Icewines!
Updates: I’ll be damned, Icewine is off the table this time. Followers of cult Kiwi brand Cloudy Bay would however be delighted to learn the SB is now available at warehouse price of 99.90MYR.
Despite the presence of a few rare reputable brands, keen wine drinkers would be disappointed by the fact that participating distributors prefer a product/plonk-driven approach over customer experiential focus. Sub-par event management aside, I don’t really see the point of flooding the stage with lesser quality wines and forgoing the publicity to engage consumers in building brand values of other worthy labels in their portfolio. Such approach might potentially deal a disservice to encouraging the public’s appreciation of wine. Worse, steering first-timers away from wine due to less-than-savory impression of poor bottles they thought were a bargain.
The way out is to educate the folk in earnest. Add values to wine and brand image appealing to consumers’ emotional experience and enjoyment. Slashing the price of wines of lowly calibre ain’t gonna bring it to the next level.