An agency with wine translation expertise, Acclaro shares a few lessons on localization with interested oenophiles looking to globalize their wine business.
New York, NY July 02, 2012—What is lightly perfumed, clothed in scarlet, radiant in the sunlight, stylish, elegant, brilliant and refined? Marilyn Monroe is indeed a safe guess. Catherine Deneuve is another. But these descriptors also point to something outside the realm of femmes fatales: Pinot Noir from Burgundy. Pinot Noir is the world-traveling grape that was made famous by the hit movie Sideways in 2004. Here’s a scene that probably helped elevate Pinot to the ranks of Cabernet and propelled it to international stardom:
Maya: You know, can I ask you a personal question, Miles?
Miles Raymond: Sure.
Maya: Why are you so in to Pinot?
Miles Raymond: [laughs softly]
Maya: I mean…it’s like a thing with you.
Miles Raymond: [continues laughing softly]
Miles Raymond: Uh, I don’t know…it’s a hard grape to grow, as you know. It’s thin-skinned, temperamental, ripens early. It’s not a survivor like Cabernet…No, Pinot needs constant care and attention. And in fact it can only grow in these really specific…tucked away corners of the world…Only somebody who really takes the time to understand Pinot’s potential can then coax it into its fullest expression. Then, I mean, oh its flavors, they’re just the most haunting and brilliant and thrilling and subtle and…ancient on the planet.
Pinot is also one of the wine fads Acclaro explores in a mini slideshow on wine and localization, continuing the summer series “Making Localization and Translation Fun.” The slideshow, launched last Friday in time for the 4th of July holiday week, is designed to appeal to wine professionals interested in learning about localization in order to expand their business internationally. Topics explored include the adaptation of rosé to the American market, Pinot Noir, terroir and the importance of sommeliers.
“This new wine and localization slideshow is both a playful representation of how we act as a ‘global translation sommelier’ and a testimony to our commitment to produce top-quality translation for the wine industry,” explains Acclaro President and Founder Michael Kriz. “We hope that it will engage wine professionals who are unfamiliar with localization and who would like to learn the basics of global market expansion.”
Acclaro has built a team of in-house experts, including translators, linguists and project managers, who understand the unique challenges of localizing wine. Acclaro teams have helped companies like Opus One, beverage giant Diageo, and Sagatiba to adapt their customer-facing websites, eCommerce, marketing materials and mobile sites for Asian, European and Latin American markets.
“Food and beverage localization involves so much more than translating technical terms,” continues Kriz. “Flavor palates are deeply rooted in culture. Marketing a food or beverage in a new country requires an understanding of cultural and linguistic factors, and how these factors influence what is considered appetizing or appealing to locals.”
Acclaro is an international translation and localization agency that helps the world’s leading brands succeed across cultures. With its global headquarters in New York and offices and affiliates in San Francisco, Boston, Buenos Aires, Bangkok, Tokyo and Paris, the agency translates websites, marketing campaigns, documents and software for global enterprises, giving clients an authentic voice in key language markets.