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August 13, 2008


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"Wine marketing is not about features and benefits - it's about emotion."

What an indictment of the level of sophistication in our country's wine culture.

I suppose this tendency is in part responsible for the mortgage crunch and the coming credit card crisis.

Richard Shaffer

I don't think anyone anywhere anymore thinks we don't approach everything in the world with both our minds and our hearts.

Different people respond to different aspects of a thing - in wine, some people want to know pH and brix, others couldn't care about technical aspects of a wine.

We need a wine world where people can comfortably and without intimidation access wine for various reasons and to different ends.

Thanks for talking about the interview!

Richard Shaffer
Israeli Wine Direct

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