Above: The Boutari winery on the island of Santorini.
It’s not every day that an owner of one of the greatest and most influential wineries in the world weighs in in the comment section of a blog. But that’s exactly what happened last week when Marina Boutari — partner, marketing director, and namesake of the Boutari family of wineries — left a comment on Gary Vaynerchuk’s video blog, Daily Grape.
After one of her family’s wines received a less-than-favorable score (not unusual in the fickle and often arbitrary world of wine scoring), here’s what Marina had to say in response:
Thank you for presenting a Greek wine on the show and making a small survey on Greek wines. Boutari is a winery that was established in 1879 by my great grand father and has now 6 wineries in Greece and 1 in France. In 2010, we received for the 13th time the International Winery of the Year award of “Wines & Spirits”. I am truly sorry that Kretikos did not deliver on this tasting. Since I do not want to leave all of you with a medium impression on Greek wines, I highly recommend tasting some of my favourites: Grande Reserve Naoussa 2004 (from Naoussa, North Greece), Kallisti Reserve Boutari 2007 (from the island of Santorini), and Moschofilero Boutari 2010 (from Peloponnese, mainland). The feedback of the readers in the comment section is very useful and will make us all at Boutari work hard to keep improving ourselves.
In an editorial post “Boutari – how the brand turned around a conversation” — now bouncing through social media with meteoric speed — top Greek wine blogger Markus Stolz had high praise for Marina’s response:
Marina’s engagement triggered immediate positive responses from Gary, Jon Troutman (Gary’s right hand at Daily Grape) and readers. Her actions were immediately discussed on twitter and facebook, resulting in an amplification of her message. In addition, on next day’s show Gary gave a super kind shout out to Marina, showing his appreciation for her engagement, and promising her to continue to taste more Boutari wines… One really needs to put this into perspective; Gary literally gave the thumbs—up to Boutaris’ engagement.
In 1879, Boutari broke new ground when it became the first Greek winery to bottle native grape variety Xinomavro. Today, it continues in that tradition — in the 21st century — by becoming the first Greek winery to engage actively — and proactively — in social media.