Stormhoek’s Hugh MacLeod has been travelling around jolly old England offering grocery shoppers samples of the South African wine he helps market.
Johnnie Moore has some interesting things to say about the activity.
It’s all a million miles away from high-powered branding from the top down. You let go of the trappings of high office when you follow this path, and get down to the grassroots, taking the risk of having some ordinary, rambling conversations in the real world, instead of broadcasting brand mantras over mainstream media.
David Brain, President & CEO Edelman Europe also chimes in.
It’s a trip in search of love, by a blogger with a bottle of wine hosted by Tesco. Geeks, wine, love, supermarkets. What’s not to like. It’ s a classic odyssey.
I appreciate that this is a case where social networking is actually social.
