Platter's South African Wine Guide 2014 'Aquamarine' EditionSlowly a number of changes are being introduced to the publishing and marketing of ‘Platter’s South African Wines’ since JP Rossouw took over as Publisher of the wine guide about six months ago.  Not all the changes may be to the liking of the wine estates, users, and advertisers of the Guide.

For the first time Platter’s has advertised!  Yesterday I saw an advertisement for Platter’s in the Sunday Times Food Weekly supplement, advertising the Guide, with its newish parent Diners Club benefiting from it too.   The advertisementPlatter ad Whale Cottage bears the headline ‘Platter’s Wine Guide discovers the perfect pairing’, being a self-aggrandizing accolade to the marriage between Platter’s and Diners Club!  The copy reads: ‘Platter’s Wine Guide, South Africa’s original and most authoritative guide to who’s who and what’s what in the Winelands, has the perfect partner in Diners Club, the world’s original and most prestigious charge card. Platter’s has always been  the go-to-guide to discovering, rating, pairing and sharing South African wines. Now there’s a quick and easy way to also enjoy Platter’s on your mobile device or desktop. Filled with the latest wine news, festival alerts, hot picks and competitions, Platter’s has become an even more valuable guide.  Whether you are shopping for wine, wanting to learn more, or need help planning a trip to cellars, Platter’s will enhance your journey. No App required.  Simply go to www.wineonaplatter.com to subscribe’.  The pay-off line is corny and meaningless: ‘When your thirst for knowledge coincides with the means to enjoy it, you BELONG‘!  One would hope that Rossouw was not the copywriter of this nonsensical ad, given his past copywriting career!  More likely is that the advertisement comes from the Marketing department of Diners Club, the give-away being that it contains the Facebook page address and Twitter handle of Diners Club, but not of Platter’s, a bizarre omission! (more…)