Why it’s time for drinks marketers to rediscover the drinking experience – Comment

On a recent visit to South Africa’s wine region, I was reminded of the power of an important marketing lever that many drinks marketers seem to have overlooked or downgraded in recent years: the drinking experience.In the place where I was staying, I was - literally - given the key to the establishment’s private wine cellar, with plenty of time to browse the dark, cobwebbed vault before making my own selection to enjoy with my meal, ahead of settling up at the end of my stay. I loved the experience and hand-picked a fine pinotage. The wine tasted extraordinary, as I had hoped, and the bot