{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/62301a5c63c97500122f8a76/6a016adb44cb786b374cdf54?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Navigating the choppy media waters w/ Jason Wise, SOMM TV","description":"<p>Nearly two decades after filming Somm, Jason Wise, Chief Creative Officer of Somm TV and Director of the Somm movies, has a deep view of wine in the media.&nbsp; Jason shares his perspective on what types of media moves the needle, how to get involved as a brand, the ever changing landscape of media itself.&nbsp;</p><p><br></p><p>Detailed Show Notes:&nbsp;</p><p><br></p><p>Update from the last 4 years: filming tons of food &amp; wine content around the world, a couple theatrical releases</p><p>Somm TV: video streaming services, partners w/ wineries and wine regions, Jason founded it to not have to ask permission to film stories</p><ul><li>A lot of people find Somm TV from YouTube</li></ul><p>Wine industry evolution (2010-2026): a lot more grapes and too much wine; beginner wine content no longer needed; market needs to sort a few things out; tariffs had huge impact on American wineries (some wineries were 20% Canada)</p><p>Wine helps create more connection and conversation</p><p>Media filming rights have changed a lot, used to have a pay a place to film, now they are happy to be a part of it</p><p>Sideways worked because it was unexpected and was done on its own terms</p><p><br></p><p>Streaming wars haven’t helped media gain influence, only a few shows that have had an impact (e.g. - Game of Thrones, White Lotus); there’s so much content, it’s hard to break through, now niche is king</p><ul><li>Niche segments sometimes just talk to their niche, don’t bring in new audiences</li><li>Documentaries tell stores people didn’t know existed</li><li>Netflix used to license shows, now they want to own everything, leads to less originality, just make what’s worked before</li><li>YouTube feeds media, creators build a following, then produce more standard media</li></ul><p>Wine industry’s role in the media</p><ul><li>Nobody wants to watch commercials</li><li>Hard to push media to do what you want it to do</li><li>Wine should be the drink to push in PR (e.g. - Chateau Angelus in James Bond films has had an impact)</li><li>Wine cameos in movies can build awareness</li></ul><p>Winery engagement with media</p><ul><li>Influencers are like “maintenance,” believes their influence is waning</li><li>Get the product in TV shows / movies</li><li>Need the “magic” in the bottle, be known for something (e.g. - Taylor Swift and Sancerre, fans figured it out)</li></ul><p>Celebrity helps bring a platform if the product had good product-market fit (e.g. - Aveline and Cameron Diaz)</p><p>Media effectiveness goes in cycle, what works changes over time and circles back; need to try 10 things for 1 to work</p><p>Believes regional marketing is critical</p><p>Podcasts are part of people’s everyday routine and movies stick with you, TV is like the “bulk wine” of media</p><p>Wineries should put budget towards media, spread the money around</p><p>Many wineries have exited sponsorships and are losing consumer awareness</p><p><br></p>","author_name":"Robert Vernick, Peter Yeung"}