Another piece of advice is to avoid naming your venture something that most people can’t pronounce or have trouble saying with confidence. However, I have seen it work to great advantage if you can execute it properly.
A good example is SYZYGY, a Walla Walla winery specializing in Cabernet Sauvignon and Syrah. At first glance, most people want to say “synergy”, but once corrected and when they understand that it relates to the perfect alignment of three celestial bodies, it becomes a word and then a wine that you don’t easily forget.
Snoqualmie, a brand owned by Ste. Michelle Wine Estates, is an easy say if you happen to live in the Pacific Northwest or you are a diehard Twin Peaks fan. However, their sales force, especially those from outside the PNW region, reported that if their wine buyers couldn’t say the name or if their dining room customer couldn’t order it by name — the wine didn’t get ordered. Jan Barnes, then brand manager, came up with a brilliant campaign to assist the trade by issuing phone cards (remember phone cards?) that said “So call me, Snoqualmie!”
That brings me to a somewhat new winery in our area that for the life of me, I can’t say its name and I have tried. Here you try — Fjellene.
I think it is Norwegian.They used to have a phonetic guide on their website, but that’s appears to be gone.
My problem is, if I can’t say their name, I can’t direct people to their winery. And if you can’t say the name, are you going to order it in a restaurant? Or will you point your finger on the name and tell your server, “We’ll have a bottle of that one.”
I understand that once someone gets it, you become part of the insider’s club. But how does that work for the rest of us?