Great brands find relevant ways to tap the emotional drivers that already reside deep within each of us. And according to Scott Bedbury author of “A New Brand World”, Harley-Davidson has succeeded in developing an emotional connection with one of the most diverse ranges of consumers on the planet.
“Harley-Davidson has intentionally cultivated a relationship with consumers that radically transcend a product-only relationship. People don’t just buy a Harley; they become members of a community bound by an ethos and shared set of values that cross many social and economic strata”.
In the last 20 years, the â€œoutlaw bikerâ€ image associated with Harleys has been replaced by a new demographic. Most bikers are now in their 40s and 50s, with steady careers and families. What they share is a love of the finer things in life, and an interest in good food, good times â€¦ and of course, good wine.
Scott Del Fava, Brand Manager for V-Twin Vineyards relates how the idea to produce a range of wines inspired by Harley-Davidson motorcycles was dreamed up:
“A few years back we were sitting around the Harley-Davidson CafÃ© in Las Vegas. We had just come back from the River Run over in Laughlin and faced the prospect of going back to our 9-to-5 jobs. Over dinner we were trying to figure out a way to do what we really enjoyed – riding motorcycles – and still pay the bills. We started throwing out ideas & the name V-Twin Zin was born. It took a few years – and more than a few dollars – before our first tangible efforts were seen. Our good friends ( Neil & Phil ) patiently tasted countless blends and vineyard samples with us in an effort to define our style for our first public offering”.
“For now – we are still operating as a virtual winery, doing custom crushing and blending – but we’ll have a public Tasting Room in the not so distant future. Our loyal friends and winery contacts have been supportive in helping us to source the right vineyards & wines to help us produce great wines at reasonable prices”.
“I won’t bore you with the usual family winery history thing – or my resume (blah, blah, blah) – because all of that means nothing if you don’t like our wines. We’re about great wines, great friends and living life to its fullest every day – the synergy of these three make great memories. Soâ€¦ the next time you come back from a great ride – even if it’s from work – kick back and open a bottle our wine and share your stories”.
So, what sort of wine do you drink after you park your Harley-Davidson and unzip your leathers?
Thanks to Lorenzo Gabba for spotting this story on www.decanter.com
By Mike Carter.