Anchored

My wife and I celebrated the birth of our third child, Pearson, last night.  Pearson was born a week ago and is adjusting to life outside the womb just swimmingly.  He is one of those easy babies who eats well and sleeps well, and doesn't squawk too much; however, Susannah and I are well aware of the threat of having that good fortune turn on us in an instant (all-night screaming, and so on)!

We celebrated by grilling thick asparagus and big slabs of prime grade New York strips, with olive oil roasted potatoes on the side.  And the crowning touch was a phenomenal bottle of Napa Cabernet Sauvignon from Provenance Vineyards. We had the 2007 vintage. I actually found this wine at Costco and I'm always impressed with the deals and selection there.

What struck me is how these niceties were anchored to the idea of a great celebration. Wine is basically a celebration in a bottle. Steak with red wine is a delightful combination that almost always works. Even the idea of having a lovely meal as a way of celebrating was at play last night.

All these great rituals are anchored in my mind as a way to commemorate something special. The wine industry knows this, and does well to show their products being used as a central element of celebration. And the pleasant memories of the celebration bring people back to wine to ensure their party is a success. Wine has always been that way (see the New Testament where Jesus Christ makes a bunch of wine for a giant wedding party). Of course, wine does mean different things to some people: it's a collectible, a form of art, or just a status symbol. But mainly it is a celebration in a bottle.

How are your products anchored in the mind of your tribe?