Finding The Winery’s Story…Sometimes It’s Simple
When a wine publicist looks over a prospective new client two questions immediately come to mind and need answering: 1) Can I help this winery sell more wine and 2) Does this winery have a compelling story to tell?
Today I’ll be meeting with the owner of a winery that possesses a vineyard that was founded in 1885. That’s right 120 year ago. So, my second question is answered straight away. Both I and the vintner will be looking into the answer of the first question.
It is particularly important for the smallest wineries to have something compelling to say about their business, their wine, their goals. Consider there are nearly 1000 wineries in California alone. The battle to stand out from the crowd, to communicate your uniqueness, your value to the consumer is an ongoing one. Consider further that at small wineries it’s usually the same person who does the winemaking, the marketing and the accounting. You’re lucky if you have a staff of one or two. Often times things like marketing, PR and even sales get lost in the shuffle. That’s where consultants come in.
We specialize in communicating a winery’s story to the various constituencies that need to hear it. You’ve got the retailers, the restaurants, the wholesalers, the media and of course the consumer. Though the winery’s message, it’s story, it’s uniqueness will be pretty much the same no matter who you are communicating it to, the way the message is communicates is largely different….if the communicating is done well.
The very idea of a 120 year old vineyard stops any of these groups in their tracks. This is a property that was begun before the many Civil War Veterans had passed, before the West had been completely tamed…at a time when California viticulture and winemaking was little more than something the missionaries had engaged in. Yea…there’s a story here.