Andrew Barrow from Spittoon is, as I have said before, a great photographer of wine 'occasions', particularly setting them off against food matches. Check out his photos here. He also pointed me to a friend's photos here.
He and I have had a brief conversation about this some time ago, and I thought I would share my issues with this subject here in case others have any suggestions.
If you ask someone for a "wine" photo, you will get:
- a bottle shot, with or without props
- a vineyard shot
- a glass of wine (funny angle not required); swirling or dripping extra
- a smiling couple/group at a table with glasses raised
However well executed these shots are (and some are better than others), they have been done before by someone else. What is happening in 2007 with wine that we want to communicate? Is there nothing different today than there was 2, 10, 20, 50 years ago? I think there is, and we need to think about the visual language of how we get this across.
Let me give a comparative example culled from about 45 seconds searching on flickr.com
If wine were ... snowboarding, then this is the photo we are using (This photo by Anh Quan). There is nothing wrong with it. It shows boards, the design alternatives and the set up is fine.
However, snowboaring enthusiasts might use this type of shot (Photo by T A K K):
Relevant, active, engaging, atmospheric, fun, modern, youthful, ... good!
You might even go so far as saying that if you removed the board from the photo, there are still enough clues for the target market to say "Snowboard!" (or whatever a cool snowboarder actually says).
This is exactly what the perfume business and soft drinks markets already do. Perfumes are all about beautiful people being terribly attractive.
Soft drinks are the same. A can is boring, but Wayne Rooney draining a can after a tough game whilst condensation drips from the can or bottle is not. Of course we cannot, by law, do many of these same things for wine at least in the EU, but the concepts are there.
So, if snowboarding or perfumes were wine, what photos should we be taking to make it relevant, active ... and all those other nice words up there?
Now, Chateau Petrogasm has attempted to move in this area, although not directly. Their concept is to link a photo (or an image more generally) with a tasting note. This is radical, and fun, but it is about the taste of the wine. I am still thinking a little more broadly about how photography might capture the essence of a wine brand.
Tom Wark at Fermentation also mentioned a similar issue recently, although relating to the graphics for the entire catalogue and not about a single wine or brand.
I believe that this area is ideal fodder for more creative bloggers who have a decent artistic streak and mastery of a camera.
Question: How would you 'capture' a wine brand WITHOUT showing a bottle, a glass, winery or vineyard? Has it been done? Any suggestions for specific brands (polite only please!)?
And then (you knew it was coming), how might we communicate the Wine Conversation and therefore the role of wine in our culture(s) in general using photography (bottles and glasses allowed this time)?