Sponsoring wine

At the Wine Rack

Christopher Reckord

Thursday, May 24, 2012    

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Globally, sponsorship is big business and if a company's brand or products are associated with the right event, venue, team or individual, it can mean huge payoffs in many different ways.

Sponsorship defined

According to IEG, a leading provider of sponsorship consulting, analytics, measurement, sponsorship is defined as 'cash and/or in-kind fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property'.

In our lifestyle events business here in Jamaica, sponsorship requests are the same as they are worldwide. However, it is my personal belief that some local sponsors need to be a bit more hands-on and more meticulous with the delivery of their product experience, especially when it comes to products that will need specialised preparation and customised handling.

Sponsoring wine and food

Sponsors, be they for wine or food products, ought not to merely drop off products without detailed instructions or personnel to ensure that products are displayed, prepared and served in the most ideal conditions. Too often, wines are served hot and bad wines poured by a generic bar service. There are numerous complaints, too, about food that is not prepared in the ideal conditions. Whenever I assist in securing wines for an event or charitable cause, I try my very best to go and make sure the conditions are ideal to ensure that the consumer experiences the product in the best condition possible and that the sponsor or the product brand is adequately recognised.

I continue to have healthy debate with a number of local wine distributors about whether recognition should go to their company brand or to the product brand. After all, the consumer should be ultimately going into a retail type establishment to procure the products that they enjoyed at the event.

Special thanks to the wine sponsors.

With all that said, the Jamaica Observer Food Awards is a week away and the task of the judges, of which I am very grateful to be among, has not been easy. On behalf of this great group of foodies, I would like to extend a very big THANK YOU to wine sponsors Ramson's, Betco Premier, Lascelles Wines and Spirits and Select Brands for providing the wonderful wines that have helped make the job a little easier. The Food Awards judges as well as guest judges have enjoyed and greatly appreciated wines made by Santa Carolina, Chile; Renacer, Argentina; Bollini, Italy; Beninger, California; Cupcake, California; Vina San Pedro, Chile; Mirrasou, California; and Santa Rita, Chile over the past couple of months of tasting and deliberations.

Chris Reckord - Entrepreneur and wine enthusiast. Send your questions and comments to Follow us on Twitter: @DeVineWines @Reckord



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