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MANAGEMENT Bundschu winery approached its video, "A Brief History of Merlot." In it, five guys – including Jeff and Jim Bundschu – personify the major Bordeaux varieties, acting out the rise, fall and rise of merlot in Amer- ica. Since it was posted in March, the video has had more than 28,000 views on YouTube. The concept came together through an in-house brainstorming session. "We wanted it to be clever and funny, not deeply educational," said winery president Jeff Bund- schu. The goal, he said, was to rein- force the perception of Gundlach Bundschu's quirky personality and wine quality in the minds of trade customers. "It definitely got a huge amount of buzz in the wine community," Bundschu said. "A couple weeks after it came out, I was at a Sonoma tasting in Chicago, and like 10 trade people came up and said, 'That video was unbelievable.'" A major contributor to its suc- Gundlach Bundschu's video about merlot's ups and downs was a YouTube hit. Acrolon_3.5x5_BW_VineyardAndWinery managementAD_July.2012.pdf 1 8/1/2012 8:53:49 AM cess, he said, was that it had a broader message about merlot, rather than just focusing on the win- ery. "It certainly raised the profile of the brand, and a lot of other merlot producers loved the message." The Gun Bun crew wrote and directed the video, and Seattle- based video production company The Art Dept. handled the shooting and editing. The Kuriyama Value Wine and Beverage Hoses POLYWIRE® PLUS Suction & Discharge C M Y CM MY CY CMY K • Calibration-free Temperature Control • Fermentation Status From Anywhere • Brix/Temp/Pump-over Tracking • Alarms via E-mail or Text • Production Software Interfaces • Cellar Temperature, Humidity & CO2 • Flexible Energy Management Tools 707 938-1300 WWW.ACROLON.COM Or visit us online for more information Call for a demonstration 46 VINEYARD & WINERY MANAGEMENT SEPT - OCT 2012 ® ™ CLEARBRAID® Discharge WSTF™ Series Suction & Discharge FT™ Series Suction 350LL Series Washdown ™ Suction & Discharge 408LL Series Kuriyama of America, Inc. 360 E. State Parkway • Schaumburg, IL • 60173-5335 USA (847) 755-0360 • Toll-Free FAX: (800) 800-0320 International FAX: (847) 885-0996 sales@kuriyama.com www.kuriyama.com WWW.VWM-ONLINE.COM