By Benjamin Spencer
Every brand rises and falls on its own merits. You cannot market your way to success or leverage every social interaction in a way that makes you an overnight sensation. You must have boots-on-the-ground strategies that work.
Over the last two years, since we arrived in Sicily and launched the Etna Wine School™, we have made friends, earned the trust of business associates, and forged important links between producers of Etna wines and the greater international wine-loving audience.
Many people told us our dream to form a company based on education, promotions, and enological services would be impossible on Etna. Others had faith and opened their doors. We continue to believe more and more in the business, the territory, and the future of our project.
You may notice that we have integrated a few social media hashtags throughout the commercial (above). We we encourage you to use these hashtags whenever you enjoy #Etna wines or post something online about your experience with these products.
The hashtags are:
– #ETNAbianco: a hashtag to be used when speaking about white wines from Mount Etna and/or the grape variety #Carricante
– #ETNArosso: a hashtag to be used when speaking about red wines from Mount Etna and/or the grape varieties #NerelloMascalese or #NerelloCappuccio
– #EWSfancyvan: stay tuned for a post about this 🙂
Without further ado, we are proud to present the world premiere of the Etna Wine School’s first commercial. We encourage you to like it, share it, leave comments, or throw tomatoes … it’s all good, we live on a volcano after all.
One more note before we sign off. We would like extend a very warm THANK YOU to our partners, ASTARBEN Film, Sunny Sicily, Monaci Delle Terre Nere, Biondi, and Benanti Winery for their time, space, and enthusiasm on this project.