Here is part II of my interview about the world of wine marketing with Michael Honig of Honig Wines and Winery in Ruterford, CA. — the heart of Napa. In this interview we cover everything from tasting rooms to women, wine and shoes.

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A few weeks ago we were asked by Napa Valley Vintners, the trade organization for Napa’s leading wineries (270 plus to be clear), to assist them with a brand positioning and creative concept project. Needless to say, we were very pleased to able to assist the world’s leading wine region to maintain its leadership position.

While working on this program, I met Michael Honig of Honig Vinyard and Winery one of Napa Valley’s most successful Cabernet Sauvignon and Sauvignon Blanc makers. Michael has a unique vision and a human rather than overly corporate approach to the marketing of his wines. I thought that Michael’s thoughts on the business of wine and wine marketing would make for an entertaining show. Here is part one of a two part interview. By the way, since personal recommendation is a major influencer of wines purchases, I highly recommend Honig’s Rutherford Sauvignon Blanc.

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A few years ago I was looking to buy or start a new businesses. Two things happened at the same time. First I found Best Cellars on Lexington Avenue in NYC. Second I started to look hard at buying a successful wine retailer in New Zealand.

Instead of going into the wine business, I bought into Ralston360. I will admit that I had a bit of “what if?” But, I’m over it.

I’ve been thinking lately about Best Cellars and how it is one of the most refreshing ideas I have seen in retailing in years. Best Cellars has managed to do something very special. They have created a very smart and differentiated retail experience in the Über-same world of wine retailing. Rather than go down the standard routes of displaying Robert Parker and Wine Enthusiast hang tags, wine tastings to build customer loyalty, wine newsletters, specialization in one kind of varietal or region, etc. Best Cellars offers a completely unique wine buying experience.

To put it simply, Best Cellars demystifies wines.

Best Cellars only stocks about one hundred wines, wines are grouped by taste and are presented in simply designed racks with the types of taste experiences clearly marked. Wines are categorized by style using words, icons and colors and not the usual wall of wines ranked by country of origin. The taste labeling includes fizzy, fresh, soft, luscious, smooth, big and sweet. The attitude is helpful without the B.S., intimidation and confusion that even experienced wine buyers live with when entering a wine shop.

My point… even in the parity driven world of wine retailing one can create a unique brand based on a deep understanding of the customer experience.

A friend tells me that McDonalds is doing an Olympics Blog, “Olympic Champion Crew Blog”, to support their bazillion dollar sponsorship. I’m thinking, this is a good thing…right?

So I go to the Blog and I find a sort of self-congratulations bent with profiles of crew members like Lauren A. from France and Ekaterina V. from Russia – lovely - but no place to make comments. Frankly, no value whatsoever and the bright light of corporate fear that I just might report via a comments link that my new Spicy Chicken Sandwich had a finger in it.

Look, either you are in the Blog game or not. Please don’t call it a Blog if it ain’t one.

Since you might not have been romantic all year, give these to your partner. At least they are nutritional. Thank you Cool Hunting.