People have different connotations of wine consumption. Some associate it with "skid row winos" drinking Thunderbird wine right out of the bottle hidden in a brown paper bag. Others envision the image of a wine connoisseur surrounded by a cellar filled with expensive, old vintages. But for the average, middle class wine consumer, drinking wine is viewed as a social activity to be engaged in with friends and family enjoying one another's company.

     Because people do associate wine consumption in different ways, wine advertisers are selective about how they target their marketing campaign to their audience. The advertisers of Fetzer Eagle Peak Merlot target its wine advertisement to middle class professionals, who drink wine to add enjoyment to a social gathering of friends.

     This is evident in a summer issue of Food and Wine magazine, where Fetzer Vineyards presents a vivid and colorful advertisement that is split into three sections. The top part of it features five good-looking "thirty-ish" friends, casually dressed in light-weight clothing, sitting outside at a wooden table, eating summer foods, laughing, talking, and enjoying one another's company. During the course of their get-together, they are all sipping Fetzer Merlot. Prominently displayed and slightly off-center is a tight and cropped shot of a bottle of Fetzer Eagle Peak Merlot. At the bottom there is a picture of rich, lavish fields of grapes vines set against a mountainside and a rising sun.

     When looking at the portion of the advertisement that depicts a summer afternoon gathering, the reader can easily imagine himself apart of this group of friends who appear to be experiencing a delightful time with each other in this backyard garden, enjoying the best that summer has to offer-sunny days, food grown in the garden, and Fetzer merlot. The advertisers appeal to the reader's sense of longing for just such a simple, pleasurable, kick-back summer day so much so that the reader is tempted to pick up the phone and invite a close group of friends over for a similar outdoor celebration of summer.

     As the wine consumer's eye drifts down the advertisement, he is drawn deeply into the picture of the grape vines at the bottom of the advertisement. The consumer feels as if he can walk into the fields and pick grapes right off of the vines. The colors in this section of the advertisement so closely mirrors those in the garden picture that the reader cannot help but wonder if the people are not picnicking right there at the winery. There is a gorgeous and profound array of opulent green grape vines in deep earth-rich brown fertile fields. Past the thriving green vines the onlooker is enticed by hills and mountains that are somewhat shadowed, yet lucid, and embraced in sections by gleaming sunshine. Above the mountains and hills is a magnificent sunrise intense in color from gentle yellows to profound dazzling rich oranges. The photographer, employing a filter to bring out the colors created a sharp and vibrant effect, has altered the photograph successfully to produce the powerful, profound and vibrant colors this ad depicts. All this combined gives the reader a sense of calmness, serenity, mellowness and peacefulness - the perfect setting to enjoy a glass of wine with friends over a light summer lunch. Who now, is not running for his wine rack?

     "Food and Wine" magazine is geared toward the affluent, discerning wine drinker. There are no ads here for "Boone's Farm" Apple Wine. This being the case, readers will connect with the middle part of the advertisement that prominently displays the label of the bottle that clearly illustrates a scene of the vineyard. Emblazed in the middle of the label is the winery's logo which appeals to the more discriminating wine consumer. The logo consists of an elegant illustration of Eagle Peak Mountain. Gold foil encases the logo and the label adding a touch of sophistication. The Mountain peak is outlined in gold foil as well, and the rest of the image portrays a deep and stunning blue sky with mountains and clouds glowing in deep brown and gold leaf foil, set against a soft brown and shadowed mountain peak. To further project elegance, the advertisers utilize different fonts. From the rich and bold, sharp and crisp to the more classical style, the image projected reminds readers of a refined wedding invitation.

     Fetzer wants to market its wines to affluent people who are accustomed to finer things in life such as prestigious careers, the theatre, cultural activities and weekend country getaways. Understanding its target market, Fetzer cleverly includes the following statement:

     "Somewhere beyond Napa, lie the costal vineyards of Northern California. Where the sun and soil and fog combine just so, to create the bold rich flavors of Fetzer Eagle Peak Merlot." This subtle statement conjures up images of the lush valleys and the costal vineyards of Northern California that Fetzer wants readers to believe is in a remote place beyond Napa (a well known and highly visited wine region). This appeals to those who wish they could get away from a hectic paced lifestyle for an afternoon or weekend by sharing a bottle of wine with friends on a lovely summer day. To further drive home this image, the advertisers add touches of simplicity to the picture of the friends sharing wine-a mason jar of hand picked flowers probably gathered at the spur of the moment and unsystematically arranged, uncomplicated foods that can be prepared effortlessly, and grazed on throughout the day, loose casual clothes that are made for a romp around the field. The advertisers further project this air of simplicity with a few words: "Rose Bushes. Chilled Soup. Tomatoes from the Garden. Shade. Is this my Glass?" On such a fine, worry-free summer day, is anyone really keeping track of which glass is his? Just give him a refill of Fetzer merlot, a wine that will meet his discriminating tastes, and let him bask in the splendor of his pleasurable afternoon with friends.

     Fetzer Vineyards The makers of Fetzer Merlot portray rich opulent fields of grape vines, a gathering of friends, all hints to the consumer in their mid-thirties who long to have a break from their fast paced hectic lifestyle. It portrays a desire and a longing to get away from it all and enjoy the moment with close friends. In conclusion, despite the different connotations people have of wine consumption and consumers of wine the advertisers for Fetzer Eagle Peak Merlot have revealed a great understanding of its target market and thus have directed its advertisement to entice, excite, and seduce the reader into purchasing its product.

© 2002 Michael A. Loose