Research for the campaign began with an online survey that was circulated among bloggers, wineries, distributors and retailers. The survey assessed respondents' familiarity with organic, sustainable, and naturally-produced wines, and survey results were included in a recent article by Red Cup creative director Lee Schneider, published by The Huffington Post, discussing public knowledge and acceptance of natural winemaking.
Article link: (http://www.huffingtonpost.com/
For wine drinkers, the very term "natural," can be a source of confusion, noted Paolo Bonetti, an importer at Organic Vintners, who was quoted in the article: ""People get confused by the terms organic and natural. At the end of the day, almost anything can be 'natural.' Even Kellogg's Rice Crispies."
"It is our hope," said Lee Schneider, "that the campaign will help wine drinkers arrive at a clear definition of these terms and a clearer understanding of what is really in their wine glass."
The team has several more articles planned that will set out the outline of the campaign, and will also attend the Natural Products Expo West on March 8-10, interviewing winemakers, retailers and distributors there.
The campaign will culminate during the fall harvest season, with the production of a public service announcement video. The short film that will present the viewpoints of winemakers who make wine with a minimum of chemical intervention. "By presenting the story behind the wine, we hope to help the wine drinking public understand the care and the passion that goes into producing natural and organic wines, and wines produced with a minimum of intervention or additives," said Ann Rabin Arnold of the Organic Wine Exchange.