This is a beautifully written email

I'm aware that I post a lot about 'why' and 'how' we should communicate. Due to client confidentiality, it's much harder to post examples.

However, I received an email this week that ticked every box. Relevant, clear, empathetic and readable. It made me want to write back and order some wine, even though there was barely a sales pitch in there. It was from John Jacobs at Earle Wines. Here it is in full:

Bonjour Lawrence,

And congratulations! Yes, anyone who has got this far into 2021 deserves a glass of something very special. It has been quite a year for us all. And, before you press ‘delete’ fearing yet another long list of worries and regrets, I am delighted to say that I come bearing good news.

For this was the year that witnessed an explosion in demand. We unlocked, albeit temporarily, and parties, weddings and social gatherings began again in earnest. There were months when international travel reopened, events blossomed and we were once again able to share a glass with friends and family, wherever they may be.

There was a catch, of course! There always is. Easter, that crucial time of year for every vigneron, decided to cock-a-snoop at global warming. First came the frosts and then the hail. Easterly winds blew snow through the fields and ice through the vines.

Thanks to a combination of luck, geography and hard work, many growers survived the worst and production continued. At which point, we realised the true extent of the transport crisis. Europe is short on drivers. Which isn’t great news for a company that delivers! And for a few weeks, even those vehicles with someone at the wheel, were unable to buy fuel.

The gulf between supply and demand was almost as deep as the year before – just the other way round!

So, I hear you ask, what was the good news?! 

Well, this year has renewed and re-enforced my belief in human nature. Certain people really are marvelous.

Our producers and suppliers responded with characteristic warmth and empathy during the transport crisis. They have been flexible, helpful and understanding. Despite so many challenges of their own, they have proven what I long knew – they are less suppliers and more the very best of friends.

So let me mention those wonderful vigneron partners:

The charismatic François Janoueix in Bordeaux, who produces such elegant St Emilion and Pomerol.

The whole-hearted Jaume family in Chateauneuf du Pape, of whom it was observed: "There are few better run estates in the world than that of the Jaume Family”. I agree!

The bubbly Famille Gimonnet in Champagne, who, in addition to the many issues caused by Covid, also had mildew to deal with. And did so successfully.

The dedicated Balland sisters, Elise and Isabelle in Sancerre and the innovative generous vigneron, Christian Voeux in the village of Seguret, in the Rhône Valley have also been magnificent.

These people and their families have demonstrated what I have long known. That for all the grapes, the harvests and techniques, for all the oak casks , the “elevage” and the bottling, the most wonderful part of this industry is its people.

Robert Louis Stevenson wrote that “Wine is Poetry”, but it is also about ‘esprit de corps’ and about friendship.

And that goes for our clients too.  However, we speak at length, getting to know each other over the years, and sharing knowledge and experience as often as we sign-off an order. Thank you for your loyalty, conversation and conviviality. Thank you for continuing to pick-up the phone! And thank you for sharing this love of wine that enables me to live a life combining business and pleasure.

Finally, as the tennis players always say at Roland Garros after they have won a match, thank you to my team! My long-suffering, patient and perfect wife Patricia, our dedicated office manager Sharona and the entire delivery team at our Bond. I am only here because of you.

Please excuse my over-exuberance. If it’s any excuse this is just how I feel.

I raise a glass and un grand merci to you all.

Joyeux Noël et très bonne année!

John