Hugh McLeod, the man behind "Stormhoek, the $10 cult wine" has a great case study on how blogging helped one small (non-wine) producer establish a "global microbrand" via blogging.
The lessons are bullet-pointed for easy reading. My favorite:
7. Sovereignty. The only people we had to please were the two of us. No bosses or bank managers to keep happy. Bosses like guarantees, but there aren't any.
If you already write a winery blog, or are wondering why it might be worthwhile, check out the whole post.
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