"Made in South Africa. Drunk in West Texas".
I liked that tagline, but I much prefer "Dream Big, Alpine, Texas". It speaks more to people. It's not about "Here's why you should buy our wine". Whether we're selling wine, or working in a local garage, it's more about something larger that we can all relate to, all of us who are lucky enough to live out here.
In small town like Alpine, where I live, word spreads. Real people talking about y'all etc.
When it works, Word-Of-Mouth Marketing works REALLY well. A story about a crazy cartoonist dude with this South African wine gives people something to talk about.
The one thing they do say about the actual product, though, that makes all the difference: "The wine tastes good".
Granted, that's not the most sophisticated sound byte there is, but it works well.
People like it. It's a quality product. My secret, evil plan would die overnight if it wasn't.
The good news is, in the United States, Stormhoek sold more bottles before April 1st this year, than it sold in the entire 2008. So something out here in Far West Texas is working. Exciting times, Indeed.