10 Years of Winery Consulting
I was asked recently how I got started in the wine business. My experience is not unlike many small producers who transitioned from other business lives, learned on the job, but had the determination necessary to be successful. I was fortunate, and appreciate working with over 50 wineries in some capacity, initially as a DTC marketing consultant and starting in 2012 as winery publicist.
Marking 10 years doing anything is always a serious thing, and especially in the wine business given the pace of change we’ve seen. Here are some achievements:
- 50+ total winery clients and counting
- 15+ PR Consulting clients and counting
- 1000+ client accolades achieved
- 3-7 years average retention rate
- 100’s of Media visitors entertained
- 100’s of Samples sent
- Endless reading, vetting and pitching
- 75+ wine industry articles written
- 1000’s of miles driven
- One Wife retained (so far)!
The wine industry continues to recreate itself by embracing marketing best practices and technology innovations. The pace of change has picked up with no end in sight. The one constant we can all bank on are relationships. If you’re a publicist, it’s the relationships you develop over a long period of time with writers, media outlets, winery and travel associations and occasionally with other publicists and marketers. If you’re a winery, relationships that matter most are with your customers, staff, wholesalers, other service providers, and the wine community. Going forward I’m guessing that people will continue to matter most, followed by product and wrapped in good marketing and brand promotion. Cheers to the next 10 years!
More Wine Writers profiled in Q&A Interview Series
Turning the Tables – Interviewing the Interviewers, provides an in-depth look and deeper understanding of the people that tell our stories and review our wines. This series is featured on Wine Industry Advisor – Expert Editorial – as a monthly feature.
In the issue you’ll meet these two wine journalists:
Joe Roberts, aka 1 Wine Dude
Joe was one of the first, and now long standing wine bloggers and reviewers. He’s written for many national outlets including Playboy Magazine (back in the day). He’s a consultant, musician, wine judge and reviewer. Read his cheeky and profound profile and find out who you might be able to work with Joe.
You can read Joe’s Q&A here: http://ow.ly/H0Sa30nVdP9
Virginie Boone, Wine Enthusiast
Virginie is a tenured writer out of California whose career started with writing travel guides for Lonely Planet and covering the NFL for ESPN. She now focuses on California wines and occasionally other west coast wine regions.
Check out Virginie’s Q&A here: http://ow.ly/7LjG30nVdOw
PR Shoptalk with Carl
How do you evaluate which competitions are relevant to your brand; and what are the issues related to judging wines?
Wine Competition Conundrums: Too Much of a Good Thing? This was just published by Wine Business Monthly. You’ll find research studies and several expert industry opinions on the pros and cons of entering wines. Ultimately, the decision to participate and have your wines judged is up to you.
Behind the Scenes of a Wine Competition sheds light on how competitions are organized, wines judged and the process for awarding medal winners. You can read this article by Erin James, Editor of Sip Northwest Magazine, who reviewed the McMinnville Wine & Food Classic – Sip! Wine Competition by clicking here.
Want to discuss PR programs and working with the wine and travel media?
Send me an email to arrange an onsite visit. Include your winery website and contact info, as well as a description of your goals for a successful PR campaign.
You’re welcome to share this newsletter and my contact info with colleagues you know who may need assistance building and promoting their brands.
Carl Giavanti Consulting, LLC
About My Services
Click here to find out more about my specific consulting services and background.
Carl Giavanti Consulting, LLC is a specialty consulting practice setup to work with small producers. All services focus on selling wine ‘Direct to Consumer’, and gaining media recognition for your brand.