Design, brands and beautiful scenery.
My family and I just just returned from a trip to the Okanagan Valley and Sunshine Coast. The Okanagan is situated in southern British Columbia and boasts one of Canada’s warmest climates. Combined with a higher humidity, it also happens to be one of the best places to grow vineyards. If you’ve spent any time (five minutes would do) in a liquor store you will notice that many companies seem to take particular pride in the design of their bottle labels. But, as I found out on our mini-winery tour, there is more to a brand than a label.
Also Ran.
The first winery we visited was Mission Hill. A large, well established name, with healthy prices to match, the grounds of the winery are very impressive. After negotiating a cramped and poorly laid out parking lot, we walked past the vineyard (proudly signposted to ward off ‘Unaccompanied’ guests) and through a very large stone archway. The large courtyard features a contemporary styled bell tower and exquisite architecture. Beautiful, yes. Welcoming, no. While other vineyards and wineries were more than accomodating to their guests, we were never once welcomed by anyone. We may have got lost in the sizeable crowd of tourists on the grounds, but we still evaded any attention while spending time in the extensive wine shop and other retail areas. Apparently, we weren’t dressed well enough to expect the attention. Big mistake. We love wine and we buy wine. Lots!
Best Brand Award.
The Dirty Laundry Winery in Summerland ran away with the best branding award. Named after a ‘service’ started by a Chinese immigrant who wished to expand his laundry business, the winery applied the slightly risqué story to everything from labels to wine names. The logo features surreptitious shapes that resemble figures emanating as steam from an iron, and one bottle (‘Hush’, a rosé) features quotes from the likes of Mae West. Say no more! The store even sells rather, erm, brief garments. A free wine tasting, complete with story line to take you from one wine to the next, and a beautiful patio on which to enjoy your by-the-glass or bottled purchases make the entire winery more of an experience, rather than just a place to buy wine. Rather than being a stuffy brand that wants to charge high prices to pay for a ridiculously over-archeticted fake monastery, Dirty Laundry is a fun winery, with style and taste. Beautiful labels, a fascinating history and warm welcome make this brand a winner.
Best Welcome Award.
Just outside Salmon Arm BC is Larch Hills, Canada’s northern-most winery. Due to the lack of humidity in the region, Larch Hills has produced a rather unique range of wines. They have become particularly proud and known for their whites, which have also won numerous awards. But the wine is only part of the story. Hazel and Jack run the entire operation with only one hired hand. Three people. One winery. That’s dedication, hard work and determination – and it shows. The wines are delicious, but the family-run atmosphere and warm welcome add to the pleasurable experience. Of course the wine has to be good, but a snooty, exclusive brand just puts people off.
I know which wines I’m going to be buying or ordering when I have the chance. It’s not just because of the taste. Buying from a winery is an experience, and the brand enforces or detracts from that experience. Whenever I taste a Dirty Laundry wine, or sip one of Larch Hills’ selections, I will remember the experience I had on holiday. And that is how a brand can influence buyers, long after the purchase.
In case you were wondering, my favourite wines were Dirty Laundry’s Unoaked Chardonnay and Bordello, and Larch Hills’ Pinot Gris and Siegerrebe.