Turning Wine into Publicity

Carl Giavanti Consulting - A Winery Media Consultancy
Turning Wine Into Publicity
Carl Giavanti Consulting Specializes in Winery PR & Media Relations
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Carl Giavanti Consulting, LLC is a specialty consulting practice setup to work with small producers. Services are focused on the communications and marketing required to sell wine ‘Direct to Consumer’. The business premise is that small wineries are experiencing unique challenges due to market competition and distribution consolidation.

Achieving “Earned Media” through Media Relations outreach is extremely important for brand building, as small wineries need “sticky” experiences, strong stories, and brand differentiation to get recognized and be memorable. A winery’s approach to telling their unique stories, and commitment to media outreach and marketing, becomes the point of differentiation.

Media communications take focus and time to develop relationships with writers and publications. Achieving winery goals requires establishing a long-term strategy, and tying it to the media plan, campaigns, and related marketing programs.
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Alana Lapierre, Vineroutes

“Turning the Tables – Interviewing the Interviewers” is a Q&A series profiling Wine Writers. We hope you’ll discover more about the wine writers you know,

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June 30, 2026
"There are many small wineries and having a good product or even a great product is not always enough to set you apart from the rest of the crowd. Carl's Public Relations and Marketing expertise has been invaluable in helping us to raise awareness of our brand and increase our sales. The work we are doing with Carl has opened many new doors for us and created a path for future growth that we could not have achieved alone".
Willamette Valley, 3,000 Case ProducerWinegrower
"I have worked with a number of PR firms. They all come with a caveat about the ramp up time and how not to expect too much right off. Carl just started working fresh with what we had and within days had begun to introduce us to the world of wine bloggers, columnists and talk show hosts that I didn’t even know existed. The “press” knows that good publicists aren’t going to waste their time, so they always take the call".
Napa Valley, 15,000 Case ProductionWinemaker
Having started my professional career in PR, I know the effort it takes to do it well. There are some that standout for polite persistence, expectation setting, attention to detail and delivering on promises made. Carl is one such media relations professional that rises above the pack.
Texas based writer, review, inflluencerJournalist
“Carl has provided us with an invaluable service in many respects. First, he has the public relations savvy to provide direction on how to approach these wine writers. Second, provide guidance on how to craft and package the message. Third, know who to contact in a given market and for what purpose. Fourth, handle all the coordination for interviews, tastings, etc. that we could not have done on our own. He was instrumental in helping us be bigger than we really are in any given market with long lasting impressions in those markets. We are still seeing results long after the initial contacts.”
Willamette Valley, 2000 Case ProducerOwner/Winegrower
Carl Giavanti is both direct and trustworthy with a solid winery clientele. He communicates ideas and goals clearly and quickly, and has become a trusted publicist and coworker in the wine industry. I always look forward to working with Carl.
East Coast Wine WriterWine Writer
“We are a small family owned winery and certified biodynamic vineyard in the Willamette Valley, Oregon. As a business owner I am constantly working on improving our bottom line. In order to achieve this without the benefits of economy of scale, my focus has been on the use of media coverage to increase direct-to-consumer sales. Carl Giavanti was hired to help us achieve this goal. Right from the start, Carl impressed me with his enthusiastic yet organized and professional manner – an approach that not only inspired confidence in us as an organization, but also slowly started to generate the results we were looking for. By partnering with Carl, we have been able to increase our total direct-to-consumer sales by 25% year over year from the start.
Willamette Valley, 2,500 Case BioD ProducerFounder/Winegrower
As a member of the wine media, I’ve worked with Carl Giavanti on a number of occasions, and find him unfailingly unflappable, congenial, and considerate. He has a broad understanding of the wine industry, its history, and members. A consummate professional, Carl works diligently to ensure maximum synergy between media and clients with minimum hassle. A born diplomat, Carl takes the stress out of any assignment with his firm but calm, low-key attitude. Bravo.
International Pinot Noir focused writerMaster of Wine
“The two most significant challenges that any small business needs to overcome are “time” and “money”. It’s often assumed that the barrier to progress is simply knowledge, and therefore many consultants tailor their offerings to providing information. As Karl Marx wrote, “The philosophers have only interpreted the world, the point however, is to change it.” So what’s all this have to do with Carl Giavanti’s approach to consulting? — pretty simple, he’s about measurable results with a fair and reasonable approach to fees and billing.”
Willamette Valley, Multi-line 3,500 case producerFounder/Winegrower
Carl organized a media trip for us, to visit multiple wineries and meet winemakers/vintners in the Willamette Valley. You could not find a more organized, detail oriented, effective communicator to work with than Carl. He is an engaging individual, attentive, respectful and considerate, and projects a positive attitude. Carl thinks strategically and plans ahead to ensure that goals and expectations of all parties are met. He is a delight to work with, and his in-depth knowledge of wine, marketing, wine regions and personalities add to his strengths.
Wine Writer, International Wine JudgeCertified Somm