Saturday, October 13, 2012

Drunk With Power

This is a great article on arguably, one of the most colorful writers in the wine world. I get his daily emails just for his writing and do occasionally succumb to buying some of his unusual wine selections...

Jon Rimmerman sells $30 million worth of wine a year over e-mail. How? Well, let him tell you a little story about a young syrah he once swilled outside Walla Walla
He realized he had the seeds of his own start-up in that wine letter. He’d already switched to e-mail, picking up several hundred new subscribers who often asked where to buy the wines. It was a no-brainer to start selling them. All he needed now, Rimmerman decided, was a clear sense of mission — a brand identity, in other words, centered on making the world a better place instead of just making a buck. Rimmerman claims that he made two lists — things he liked about the wine business, and things he did not — and decided that his company’s goal would be to transform the industry until his “don’t like” column was empty.

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