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October 01, 2007
The 5th P is Participation
This weekend, Tim told us about Crushpad, a month-old company that is democratizing the wine-making process.
From their site description:
Crushpad is a San Francisco winery where you are the wine maker. Crushpad provides grapes from the West Coast's top vineyards, an industry-acclaimed wine making team and a state-of-the-art winery 100% focused on making wine in small lots. You choose your level of involvement and we do the rest. No matter where you live, you can now make your own "cult" wine.
With most wineries experiencing double-digit growth, wine is a growth industry. To be successful, Crushpad only needs to attract a small percentage of wine afficianados and do-it-yourselfers who love the idea of learning the many mysteries of winemaking, whether it's helping harvest grapes, or meeting fellow amateur oenophiles.
Clearly, Crushpad recognizes that participation is a cultural trend. It is removing a curtain that's always separated the winemaking process from the masses. With a choose-your-own level of participation, Crushpad has engineered word of mouth directly into the company's DNA. It doesn't get much better than that.
If they manage the operations well, they will have engineered easy-to-spread evangelism into the process, too.
I love this idea. I hope Crushpad is a hit.
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Thanks for the tip!
Great idea, but the URL leads to a production website... It's cruspad.net or crushpadwine.com
Doh. My mistake. Thanks for the heads-up, Roger. Fixed the URL in the post.
Crushpad is definately cool. The other apsect of what there doing--and not mentioned in the post--is to allow entrepreneurs to launch their own commercial wine brands. My wife and me signed on with them earlier this year to just that--and we are on the east coast. I beleive they are expanding operations into Seatle with plans for other cities too.
JC
