A great post from Leah Hennessy of Millennier on how winery branding is pretty stuck:
...here’s my beef. I’m SO TIRED of people in EVERY ASPECT of the wine industry automatically handcuffing wine to media and branding that has been used for the last 40 YEARS. If you want new consumers then you have to do something new.This captures exactly my rant about "yet another winery website with a picture of a vineyard." Not that I'm opposed to pictures of your vineyard, but (a) for most people, one vineyard looks pretty much like another (just like wine labels), and (b) everybody else is doing it. At least use a *distinctive* picture of your vineyard (to check if it's distinctive, ask yourself if someone looking at the picture alone could tell it was your vineyard -- you see my point).
Wine is a traditional product. I think it's still hard for consumers to give up corks. Can you imagine the uproar if wineries tried different packaging (even it were more imaginative than a damn cardboard box)? So, some things we're sorta stuck with.
Think of the Old Spice Guy and The Most Interesting Man in the World, and then think about how, just maybe, you might step outside your comfort zone for marketing your wine. Like rubber chickens. People actually like seeing a new approach (at least if it's well-executed).
PS - this is a much better OK GO video IMHO (alas, video embedding is disabled for this one).