Great brands find relevant ways to tap the emotional drivers that already reside deep within each of us. And according to Scott Bedbury author of “A New Brand World”, Harley-Davidson has succeeded in developing an emotional connection with one of the most diverse ranges of consumers on the planet.

“Harley-Davidson has intentionally cultivated a relationship with consumers that radically transcend a product-only relationship. People don’t just buy a Harley; they become members of a community bound by an ethos and shared set of values that cross many social and economic strata”.

In the last 20 years, the “outlaw biker” image associated with Harleys has been replaced by a new demographic. Most bikers are now in their 40s and 50s, with steady careers and families. What they share is a love of the finer things in life, and an interest in good food, good times … and of course, good wine.

Scott Del Fava, Brand Manager for V-Twin Vineyards relates how the idea to produce a range of wines inspired by Harley-Davidson motorcycles was dreamed up:

“A few years back we were sitting around the Harley-Davidson Café in Las Vegas. We had just come back from the River Run over in Laughlin and faced the prospect of going back to our 9-to-5 jobs. Over dinner we were trying to figure out a way to do what we really enjoyed - riding motorcycles - and still pay the bills. We started throwing out ideas & the name V-Twin Zin was born. It took a few years - and more than a few dollars - before our first tangible efforts were seen. Our good friends ( Neil & Phil ) patiently tasted countless blends and vineyard samples with us in an effort to define our style for our first public offering”.     

“For now - we are still operating as a virtual winery, doing custom crushing and blending - but we’ll have a public Tasting Room in the not so distant future. Our loyal friends and winery contacts have been supportive in helping us to source the right vineyards & wines to help us produce great wines at reasonable prices”.

“I won’t bore you with the usual family winery history thing - or my resume (blah, blah, blah) - because all of that means nothing if you don’t like our wines. We’re about great wines, great friends and living life to its fullest every day - the synergy of these three make great memories. So… the next time you come back from a great ride - even if it’s from work - kick back and open a bottle our wine and share your stories”.

So, what sort of wine do you drink after you park your Harley-Davidson and unzip your leathers?

Thanks to Lorenzo Gabba for spotting this story on www.decanter.com

By Mike Carter.


Comments are closed.

E-mail It