#110 - January 1, 2010

Issue Index: 

The Psychology of Color in Marketing 
Does Advertising Bias Product Reviews? An Analysis of Wine Ratings 
EPA is Proposing New Pesticide Labeling to Control Spray Drift 
EPA Launches New and Improved Tolerance Search Capability on the Web  
Save these Annual Convention 2010 Dates 
Wine Entrepreneur Conference – Washington DC 
Save the Date: Iowa Fruit & Vegetable Growers & Marketers Conference 
Jan. 16 - Mississippi Valley Grape Growers Association Annual Meeting 
Show n Tell 
Quotes of the Week 
Articles of Interest 
Neeto-Keeno WWW Stuff 

PDF Version: 

The Psychology of Color in Marketing

A recent study by Dr. Daniel Oberfeld-Twistel of the Johannes Gutenberg University of Mainz showed that background lighting in a tasting room changed the way customers perceived their wine.

German researchers gave drinkers the same bottle of Riesling in differently lit environments and asked for their feedback. They found that people’s brains were tricked into thinking a glass of white wine was better and more expensive tasting when exposed to the red or blue background lighting than those in rooms with green or white background lighting. They found the same wine was perceived as being nearly one-and-a-half times sweeter in red light than in white or green light. Its fruitiness was also most highly rated in red light. Drinkers in a red or blue set room were also on average prepared to fork out as much as one euro ($1.44) per bottle more.

Dr. Oberfeld concluded that ambient lighting influences how wine tastes, even when it has no direct effect on the color of the wine in the glass. Early indications point toward the red and blue color oriented people toward a more positive mood. (1)

Color can be a powerful psychological marketing tool. By using color psychology, you can send a positive or negative message, encourage sales, calm a crowd, or make an athlete pump iron harder. The field of industrial psychology has a sub-field that studies only the psychology of color.

Below is a quick overview of the affect basic colors can have in the Western Hemisphere. This information can be of help in your wine marketing efforts. One note though, the psychology of color can change with lighter or darker shades of the colors listed below. People of different cultures can also reactive differently to varying colors. (2)

RED - is associated with love, passion, danger, warning, excitement, food, impulse, action or adventure.
BLUE - is associated with trustworthiness, success, seriousness, calmness, power or professionalism.
GREEN - is associated with money, nature, animals, health, healing, life or harmony.
ORANGE - is associated with comfort, creativity, celebration, fun, youth or affordability.
PURPLE - is associated with royalty, justice, ambiguity, uncertainty, luxury or fantasy, dreams.
WHITE - is associated with innocence, purity, cleanliness or simplicity.
YELLOW - is associated with curiosity, playfulness, cheerfulness or amusement.
PINK - is associated with softness, sweetness, innocence, youthfulness or tenderness.
BROWN - is associated with earth, nature, tribal, primitive or simplicity.
GREY - is associated with neutrality, indifference or reserved.
BLACK - is associated with seriousness, darkness, mystery or secrecy.

These colors can have a huge effect on the impact of your WWW marketing efforts because of the lack of face to face interaction, ie… “what you see is what you get”. You can use the above as a guide when choosing colors for your website. It really boils down to your target audience and what psychological message you want to convey in colors. (3)

  1. Wine tastes better in blue and red lit rooms, 12-4-09 – Telegraph.co.uk.com: http://www.telegraph.co.uk/science/science-news/6810671/Wine-tastes-bett...
  2. The Psychology of Color, PrecisionIntemedia: http://www.precisionintermedia.com/color.html
  3. Color Psychology in Online Marketing: http://www.2createawebsite.com/design/colorpsychology.html


Does Advertising Bias Product Reviews? An Analysis of Wine Ratings

Jonathan Reuter
Journal of Wine Economics, Vol. 4, No. 2,125-151

In markets for experience goods, publications exist to help consumers decide which products to purchase. However, in most cases these publications accept advertising from the very firms whose products they review, raising the possibility that they bias product reviews to favor advertisers. To test for biased product reviews, I exploit the fact that, of the two major U.S. wine publications, only Wine Spectator accepts advertising. Although the average Wine Spectator ratings earned by advertisers and non-advertisers are similar, I find that advertisers earn just less than one point higher Wine Spectator ratings than non-advertisers when I use Wine Advocate ratings to adjust for differences in quality. However, I find only weak evidence that the selective re-tasting of advertisers’ wines contributes to the higher ratings. Moreover, conditional on published ratings, Wine Spectator is no more likely to bestow awards upon advertisers. I conclude that while advertising may influence ratings on the margin, Wine Spectator appears largely to insulate reviewers from the influence of advertisers.

(JEL Classification: L15, M37)
You can read the entire paper here:
Note: You can become a member of the American Association of Wine Economists and receive their quarterly Journal for $39 per year. Sign up here: http://www.wine-economics.org/membership/

(PS: I enjoy reading this Journal along with their e-mail updates. A lot of good info you can use in your wine marketing efforts. mlw)


EPA is Proposing New Pesticide Labeling to Control Spray Drift

The U.S. Environmental Protection Agency (EPA) has rolled out proposed guidance for new pesticide labeling to reduce off-target spray and dust drift. The new instructions on the labels will carry more uniform and specific directions on restricting spray drift while giving pesticide applicators clear and workable instructions. The new instructions will prohibit drift that could cause adverse health or environmental effects. Also, on a pesticide-by-pesticide basis, EPA will evaluate scientific information on risk and exposure based on individual product use patterns. The EPA is also requesting comments on a petition to evaluate children’s exposure to pesticide drift.

These assessments will help the agency determine whether no-spray buffer zones or other measures - such as restrictions on droplet or particle size, nozzle height, or weather conditions - are needed to protect people, wildlife, water resources, schools and other sensitive sites from potential harm. In addition to the draft notice on pesticide-drift labeling, EPA is also seeking comment on a draft pesticide drift labeling interpretation document that provides guidance to state and tribal enforcement officials. A second document provides background information on pesticide drift, a description of current and planned EPA actions, a reader’s guide explaining key terms and concepts, and specific questions on which EPA is seeking input.

These documents and further information are available in docket EPA-HQ-OPP-2009-0628 at http://www.regulations.gov. In a second Federal Register notice, EPA is also requesting comment on a petition filed recently by environmental and farm worker organizations. The petitioners ask EPA to evaluate children’s exposure to pesticide drift and to adopt, on an interim basis, requirements for “nospray” buffer zones near homes, schools, day-care centers, and parks. EPA will evaluate this new petition and take whatever action may be appropriate after the evaluation is complete. For further information and to submit comments, please see docket EPA-HQ-OPP-2009-0825 at http://www.regulations.gov. Details here: http://www.epa.gov/pesticides/factsheets/spraydrift.htm


EPA Launches New and Improved Tolerance Search Capability on the Web

EPA has launched a new Web page that enhances and replaces the Agency’s current search feature for finding pesticide tolerance information. Available at: http://www.epa.gov/opp00001/regulating/part-180.html

The Tolerance Information for Pesticide Chemicals in Food and Feed Commodities explains how to find specific tolerance information by commodity, crop group, crop subgroup, pesticide common name, and pesticide types and families. This new Web page will allow stakeholders and EPA staff to access detailed tolerance information published in the Code of Federal Regulations (40 CFR Part 180). Tolerances are the maximum amount of pesticide residue allowed by regulatory agencies to remain in or on a harvested crop in the USA. (1)

1. December-2009 edition of The Connection, newsletter of the North Central Integrated Pest Management Center: http://www.ncipmc.org/connection/Connection1209.pdf


Save these Annual Convention 2010 Dates:

January 3 – 5 Wisconsin Grape Growers Association’s Annual Conference combined with The Wisconsin Fresh Fruit & Vegetable Conference Chula Vista Resort, Wisconsin Dells, WI: http://wigrapes.org/

January 16, 2010 Eastern Iowa Wine Club Annual Meeting, Ray House, Vinton, Iowa: http://www.iowawineclub.org/

January 26-28 Unified Wine & Grape Symposium, Sacramento Convention Center, Sacramento, CA: http://www.unifiedsymposium.org/

February 6 North Dakota Grape Growers Association Annual Meeting
Chieftan Inn, Carrington ND: http://www.ndgga.org/index.cfm?page=calendar

February 6-8 Midwest Grape & Wine Conference, Tan-Tara Resort, Osage Beach, MO: http://www.midwestgrapeandwineconference.com/

February 6 Northwest Iowa Grape Growers Association, ISU Extension office, Sac City, Iowa: http://nwiowagrapegrowers.com/

February 11-13 Minnesota Grape Growers Association’s Cold Climate Grape & Wine Conference, Sheraton Bloomington Inn, Minneapolis, MN: http://www.mngrapes.org/

February 25-27 Illinois Grape Growers & Vintners Association Annual Conference Hilton Hotel, Springfield, IL: http://www.illinoiswine.org/

March 5-7 Nebraska Grape Growers Spring Forum, Holiday Inn, Kearney, NE: http://www.nebraskawines.com/

March 9-11 Wineries Unlimited (largest show east of Rockies) Valley Forge Convention Center King of Prussia, PA: http://wineriesunlimited.vwm-online.com/

March 19-20 Iowa Wine Growers Association Annual Conference
Airport Holiday Inn, Des Moines, IA: https://iowawinegrowers.org/content/view/206/9/

April 13-15 License to Steal – National Wine Marketing Conference

June 20-25 American Society of Enology and Viticulture National Conference, Seattle, WA: http://asev.org/annual-meeting-2010/


Wine Entrepreneur Conference – Washington DC

What: 2010 Wine Entrepreneur Conference
When: Thursday & Friday, January 21-22, 2010
Where: Embassies of Chile & Argentina
Cost: Conference (Jan 21 + Jan 22); $790
Pre-conference mixer (on Jan 20, 2010); $90
Day 1 (Jan 21, 2010); $450, Day 2 (Jan 22, 2010); $450
VIP Dinner (Jan 21); $250
Agenda: http://ennect.com/e880/p6227.aspx
Sponsors: http://ennect.com/e880/p6226.aspx
Full details: http://www.enterwine2010.com


Save the Date: Iowa Fruit & Vegetable Growers & Marketers Conference

What: 2nd Annual Fruit & Vegetable Growers & Marketers Conference
When: Friday & Saturday, January 29-30, 2010
Where: Holiday Inn Airport/Conference Center, 6111 Fleur Dr. Des Moines, Iowa. Call 515-287-2400 prior through January 15 to reserve a room for $89 plus taxes.
This Year’s Theme: Sustaining our Environment, our Livelihoods and the Future of our Industry
Sponsored by: Iowa Fruit & Vegetable Growers Association , Visit Iowa Farms, Iowa State University Value Added Agriculture Program, Iowa Farm Bureau and Hy-Vee
Further Agenda & Registration Details will be available soon.

Funds for this program are being provided by the USDA Specialty Crops Block Grant Program through the Iowa Department of Agriculture and Land Stewardship.


January 16 - Mississippi Valley Grape Growers Association Annual Meeting

When: 6 p.m. Saturday, January 16, 2010
Where: Park Farm Winery, 15159 Thielen Road, Bankston, IA 52039 - (563-557-3727)
Who is invited: All members and anyone else interested in growing grapes.
Agenda: The event starts with dinner at 6 pm, followed by the annual meeting. Board office elections will be held and 2010 calendar of events will be scheduled (please bring your ideas).
Meal: A catered dinner will be free for all current members. If you are not sure that you are up to date with your membership or you would like to become a new member, please email Al Meyer at ajmeyer@rockwellcollins.com Annual membership cost = $25.00.

R.S.V.P. by: January 7th to Ian Bonnette at bonnette@Sunsetridgewinery.com


Show n Tell

(Note: Pictures are always welcome from readers.)

(Below) Online Christmas card I received from Grape Escape Vineyard &
Winery located south of Pleasantville, Iowa.


(Below) Look who I found while surfing the net. Jeff Quint, owner/operator of
Cedar Ridge Winery & Distillery located at Swisher, Iowa popped up on one of the revolving pictures on the Homepage of The American Distillery Institute.


(Below) Another good marketing idea from Grape Escape Vineyard & Winery. Eco friendly, 2 bottle wine tote bags. Customers purchase the bag for an
initial cost and then receive a discount each time they return it to the winery for a refill.


Quotes of the Week

“May our love be like good wine, grow stronger as it grows older.”
--- Old English Toast

“Eat thy bread with joy, and drink thy wine with a merry heart.”
--- Ecclesiastes 9:7

“Drink is the feast of reason and the flow of soul.”
--- Alexander Pope


Videos of Interest

  1. Home basement winery uncorks, 5-30-09, Sioux City Journal, (1.5 minutes with Joe Hannel of Hannel Cellars in Sioux City, Iowa: http://www.siouxcityjournal.com/app/videos/?id=4330143
  2. California's "New Generation” Vintners and Growers, This 2.5 minute video highlights 20 of California's "New Generation" vintners and growers who convened in Sausalito, California, recently to share their perspectives on California wine trends at an event sponsored by Wine Institute and the California Association of Winegrape Growers. : http://inr.mediaseed.tv/Vintners_37214/


Articles of Interest

  1. Vintner says business is booming, 12-19-09, Sioux City Journal (Good article about Barry & Brenda Dittmer of Tucker Hill Vineyards in Hinton, Iowa followed by a fairly lengthy portion of Iowa wine history to where we are now. (PS: They got “most” of the numbers correct.) :


Neeto-Keeno WWW Stuff

  1. Check out the new MakeMineWine magazine Online WWW site:
  2. Check out the presentation that Dr. Harlene Hatterman-Valenti of North Dakota State University gave on North Dakota grape growing at the VitiNord International cold climate grape conference held in Quebec in November 2009. It has been posted on the North Dakota Grape Growers Association homepage under “Resources” here: http://www.ndgga.org/index.cfm?page=resources The presentation contains some interesting information regarding grape yields, cluster weights, TA, pH, required heat units, the effect of different mulches on soil temperature and moisture and much more.
  3. American Distillery Institute (Excellent newsletter with classified ads): http://www.distilling.com/
  4. Good Online book: "Principles and Practices of Small to Medium Operation Fruit Juice Processing”: http://www.fao.org/DOCREP/005/Y2515E/y2515e00.htm


Post & View Classified Ads here: http://iowawinegrowers.org

Past issues archived as html and/or pdf here:

Total Circulation of 1,150+ recipients in CA, CO, FL, OH, IA, IN, IL, KS, KY,
WI, Australia, Canada & Norway

Michael L. White,
ISU Extension Viticulture Specialist
909 East 2nd St. Suite E, Indianola, IA 50125-2892
ph: 515-961-6237, fax: 6017 or mlwhite@iastate.edu


The U.S. Department of Agriculture (USDA) prohibits discrimination in all its programs and activities on the basis of race, color, national origin, gender, religion, age, disability, political beliefs, sexual orientation, and marital or family status. (Not all prohibited bases apply to all programs.) Many materials can be made available in alternative formats for ADA clients. To file a complaint of discrimination, write USDA, Office of Civil Rights, Room 326-W, Whitten Building, 14th and Independence Avenue, SW, Washington, DC 20250-9410 or call 202-720-5964.


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