Melanie Ofenloch, Dallas Wine Chick

Turning the Tables – Interviewing the Interviewers is a Q&A series profiling Wine Writers. I expect you’ll discover more about wine writers that you know, and learn about many others. The objective of this project is to understand and develop working relationships with journalists. They are after all, those that help tell our stories and review our wines. What better way to obtain media coverage than to learn their wine and writing backgrounds, story and personal interests, palate preferences, writing challenges and pet peeves. This is also part of an ongoing series that is being featured monthly by Wine Industry Network. Last month’s interview featured Michelle Williams, who writes for Forbes, Snooth, USA Today and may more consumer lifestyle publications.

MELANIE OFENLOCH is the founder and editor of Dallas Wine Chick, a blog focused on the experience of wine, which has been named in the top 100 global wine blogs by two separate entities.  She also has been named LUX Magazine’s Top Wine Blog in Texas and is a guest contributor to Snooth.

You can read her stories at www.dallaswinechick.com, and follow her on Twitter @dallaswinechick, Instagram @dallaswinechick and Facebook @Dallas-Wine-Chick

Professional Background

How did you come to wine, and to wine writing?  

It all comes down to a simple thing. I didn’t want to be known as “Sleepy Bill” at work.  Back in the early days of my career, we had an executive vice president named Bill who sat in his office and read the Wall Street Journal.  None of us ever saw him do work.  Fast forward about 12 years, and I sat with the same title working for Weber Shandwick.  With social media exploding.  I knew I had to “get it to get it” and I signed up for a Twitter account (under the generic @melanie) and stumbled my way through using it.  After 45 days of posting my random musings on marketing I realized I had only 60 followers, most of them worked for me, I decided to switch to writing about my passion – wine.  I jokingly told my husband when I hit 1,600 followers on Twitter, I’d start a blog.  That was 9 years ago in January.

What are your primary story interests? 

When it comes down to it, it’s simply about telling my story of wine. I don’t consider myself a wine expert – just an everyday person with a love for the grape. I am not a sommelier, winery owner, wine marketer or wine expert.  But I love to tell stories – so if it’s about a winemaker or a vineyard or a family or a special wine, that is in my wheelhouse.

What are your primary palate preferences?

That’s such an interesting question.  Like with food and the seasons, my palate is constantly changing.  It depends on the food I’m eating, where I am traveling and the shifting of the weather (especially in 100 degree Texas).  I used to love big reds, but I’ve found that today I am leaning toward wines with higher acidity and lower alcohol content.  I’m always on a journey to find new things from new regions.

Personal Background

What would people be surprised to know about you?

I am the Fight of the Night recipient the first year that women could box in the Golden Gloves in 1994. I started boxing on a bet from my then fiancé (now husband) that told me that I was too much of a wimp to start boxing (he says he was joking) … and well, just don’t double dog dare me J

What is one thing you’d like your readers to learn from your wine writing? 

Wine is fun. It’s a journey and experience. It’s about raising a glass with friends. It shouldn’t be intimidating.  Just smile.  Enjoy.

What’s the best story you have written? Please provide a link.

In 9 years, I’ve had the opportunity to interview some amazing people. While I’ve had several opportunities to interview Peter Mondavi, Jr., this year was special with it being the winery’s 75th anniversary where I was lucky enough to attend a retrospective tasting and then had a follow up visit to the winery, https://www.dallaswinechick.com/generations-in-a-glass-celebrating-the-75th-anniversary-of-charles-krug-winery/

How would you like the wine community to remember you?

With the recent passing of my friend and blogger (Brix Chicks Liza) Liza Swift, this is a question that weighs on my mind. I hope people remember me for my humor, my sense of fun and my ability to go rogue. I hope they remember my passion for wine, my loyalty to my friends and readers and how much fun I had in this journey. And, I hope they remember me for being a great mom and wife.

Writing Process

Can you describe your approach to wine writing and/or doing wine reviews?

My approach to wine writing is how can I tell a story differently. There are great critics out there – another one isn’t needed. While I do periodic sample reviews (about 6 per year), that isn’t my focus. I really want to give a close up, behind the scenes view in my stories.

Do you work on an editorial schedule or develop story ideas as they come up? 

I develop story ideas as they come up. Dallas is a hotbed for winemaker visits and I usually see at least three a month. Throw in the Twitter and Snooth tastings, winery seminars and press trips and that gives me great base content.

Do you post your articles on social media? Why is that important? 

Yes. I find that is a great driver of not only extending the reach of my articles but increasing engagement with a number of different audiences. I find all of my social channels – Instagram, Twitter, Facebook and Pinterest have different audiences and there is not as much crossover as you would think.

Working Relationships

What are your recommendations to wineries when working with journalists? 

Please ask to send samples before sending them. I can’t tell you how many boxes just show up that I never expected to receive. Please check addresses when you are sending.  I left my last job almost four years ago and samples are still coming to that address. And finally, please send spec sheets and your contact information. I contact every winery that sends me a sample to let them know if it will or will not be featured. It would be fantastic if I didn’t have to track down your information.

What advantages are there in working directly with winery publicists? 

I love working with great winery publicists. They always ask about samples, they always include the spec sheets and I know how to contact them with questions. A good PR person is worth their weight in gold.

What frustrates you most about working on winery stories and/or wine reviews? 

See question number 11. I’ll add not being able to get an answer to a question for a story that I’m working on in a timely fashion.

Leisure Time

If you take days off, how do you spend them? 

As someone that owns their own marketing consulting business, that’s a hard task. I love to travel, I work out daily and love to spend time with my family. You are likely to find me on a beach with a glass of wine in hand if I have my way.

What is your most memorable wine or wine tasting experience? 

I would have to say my first solo winemaker sit down for the blog came over a casual Mexican lunch in Dallas. I set up lunch with the head of marketing of Mollydooker who I had been communicating with on Twitter. She told me there’d be some others attending and they’d meet me at Gloria’s. Naively, I didn’t ask who else would be coming and assumed it would be a larger team of PR and marketing folks from Mollydooker and maybe a few folks from the Texas distributor.

I was wrong.  When I arrived at the restaurant, I noticed a team of three people in branded Mollydooker shirts bearing bottles of their top labels. As I got closer, I realized that aside from Krissy, none other than Sparky Marquis, co-owner and winemaker and his mum, Janet were joining us. He told me the story behind the story of the winery … being down to their last $17, asking the growers to forego payment and how Robert Parker almost missed the meeting that saved the winery.   https://www.dallaswinechick.com/mollydooker-the-story-behind-the-story/

What’s your favorite wine region in the world?

Tuscany.  Need I say more?

CARL GIAVANTI is a Winery Publicist with a DTC Marketing background. He’s going on his 10th year of winery consulting. Carl has been involved in business marketing and public relations for over 25 years; originally in technology, digital marketing and project management, and now as a winery media relations consultant. Clients are or have been in Napa Valley, Willamette Valley, and the Columbia Gorge. (www.CarlGiavantiConsulting.com/Media).

Michelle Williams Interview

Turning the Tables – Interviewing the Interviewers is a Q&A series profiling Wine Writers. I expect you’ll discover more about wine writers that you know, and learn about many others. The objective of this project is to understand and develop working relationships with journalists. They are after all, those that help tell our stories and review our wines. What better way to obtain media coverage than to learn their wine and writing backgrounds, story and personal interests, palate preferences, writing challenges and pet peeves. This is also part of an ongoing series that is being featured monthly by Wine Industry Network. Last month’s interview featured Joe Roberts, 1 Wine Dude, who has written for many consumer and industry national publications including Playboy Magazine, and has one of the longest lived and prolific wine review sites in the U.S.

MICHELLE WILLIAMS is based in Dallas, Texas. Michelle is an award-wining freelance writer of wine, food, and travel. She has been named one of the 15 Most Influential People in Wine, and her work appears in numerous publications, including Forbes, Snooth, The Daily Meal, and USA Today’s 10Best Eat, Sip, Trip, Hook & Barrel Magazine, Plano Profile Magazine, and Basil & Salt Magazine. As a passionate wine geek, Michelle travels extensively to wine regions around the globe in search of the story inside the glass.

You can follow Michelle on FacebookTwitterInstagram, and read her stories on Rockin Red Blog and Forbes.

Professional Background

How did you come to wine, and to wine writing?

I began drinking wine in my early 20’s. Like many, I started with boxed wine and white Zinfandel. Several of my girlfriends invited me to a wine pairing dinner at a brewery in downtown Dallas. This Kendall Jackson event was my introduction to wine and food pairings. I was sold and been an oenophile ever since.

My entry into wine writing is much longer. I was completing my master’s degree and entering a discernment period of whether or not to continue into a PhD program. Thanks to a professor insisting our class join Twitter I had already become an active member of the online wine community. As graduation loomed, I was approached by a couple of wineries asking if they could send me samples to review. Review? Where? How? I did not know what to do. My Millennial daughter suggested I start a blog. Although I knew nothing about blogging and did not read any blogs I knew I needed to keep writing during my discernment period so I followed her advice. The blog, Rockin Red Blog, took off, and the rest, as they say, is history.

What are your primary story interests?

My primary story interests are wine, food as it pairs with wine, and travel.

What are your primary palate preferences?

I have an “old world” style palate, preferring to drink wines of restraint with balanced fruit and earth qualities. When able I opt for well aged wines with tertiary notes, over young wines. I have a cellar to prove it.

Personal Background

What would people be surprised to know about you? 

Very little, I suppose.

What is one thing you’d like your readers to learn from your writing about wine?

I would like readers to learn not to be intimidated by branching out and trying new wines. We all fall into wine ruts, but the world of wine is vast and there are so many great wines available in all price ranges. I would also love it if readers would embrace online wine purchasing, either through retailers or direct to wineries. Distribution and shipping laws in US are not consumer friendly, buying wines online is a great way to branch out. Get your friends together, place an order, and split the shipping costs. There is much to explore.

If you weren’t writing about wine for a living, what would you be doing? 

I love to teach and at one point was strongly considering a PhD. If I were not writing about wine, I would be teaching it. As the Texas Brand Ambassador for Franciacorta, I am afforded the opportunity to provide some wine education. I really enjoy it. Perhaps someday, I will take on a larger role in wine education.

Writing Process

Can you describe your approach to wine writing and/or doing wine reviews?

I see myself more as a storyteller than a wine reviewer. I seek out the story inside the glass to provide the reader with a personal connection. Wine is not just a beverage, it is real people engaging in challenging work, when, more often than not, they could be making a better living doing something else. It is a labor of love, I want readers to see beyond the beverage in a glass into the people, history, culture, place, etc.

Although I am WSET Advanced certified, I prefer not to critique wine. I provide my tasting notes and let the reader decide if it sounds interesting. I save the scoring for someone else, it does not interest me.

Do you work on an editorial schedule or develop story ideas as they come up?

I am highly organized – an editorial calendar is a must. My current calendar runs six months in advance. However, since I control it, there is room for flexibility.

How often do you write assigned and paid articles (not your blog)? How often do you blog?

I write at least five articles each month for Forbes, between six and ten a year for Snooth, and freelance additional articles for a variety of digital and print publications as I am able and/or assigned. I try to add original content to Rockin Red Blog at least twice a month. I wish I could write more for the blog, but I currently don’t have the bandwidth for it. I do share all my other articles on the blog, as well.

Do you post your articles on social media? Why is that important?

It is important to reach as broad an audience as possible.

Working Relationships

What are your recommendations to wineries when working with journalists?

Ask before sending samples and don’t expect coverage because you sent samples or provided a trip to your winery. Wineries/publicists often have very different wants and expectations than editors, but the writer works for the editor. Personally, I don’t want follow up emails asking if I am going to write about something, pitching me article ideas, etc. I am a professional, I do what I can, when I can, as it fits with my editorial calendar, my readers, and my editor.

What advantages are there in working directly with winery publicists?

The publicist knows more about marketing and often communicates well with the journalist, I am thankful to work with many great PR agencies, but this is not always the case. There are many lazy publicists.

Which wine personalities would you like to meet/taste with (living or dead)?

Meeting Jancis Robinson would be amazing. Her work is paramount to my wine education.

Leisure Time

If you take days off, how do you spend them? 

As a wife and mother, many of my days off are spent doing chores and errands, or spending time with my family and friends. Not glamorous. As much as I travel on wine research trips, my favorite way to spend my free time is traveling with my husband. I have an unquenchable thirst to experience the world and he is my best travel companion.

What is your most memorable wine or wine tasting experience?

This is an impossible question for me to answer. I am blessed to travel to some of the world’s greatest wine regions, as such, I have had a bounty of memorable wine tasting experiences. To list one or two would diminish all of them.

Pick one red and one white to drink for the next month with every dinner.

Easy, Pinot Noir and Chardonnay. Both allow for bubbles as well as still wine, and as still they both are crafted into a wide variety of expressions. They are both food friendly, and Pinot Noir would also allow me to enjoy Rosé.

 

Wine Competition Conundrums: Too Much of a Good Thing?

This article originally appeared in Wine Business Monthly on May 29, 2019. Thank you to Erin Kirschenmann and editorial staff for sharing with this with your readers.

I’m getting push-back from my clients. Not on sending wines for review, but for submitting them to competitions. I agree with this in principal, as the number of wine competitions has proliferated over the last 10 years, as have the number of medal categories and wines awarded. Let’s examine these two issues – the increased number of competitions and awards – and lay out some considerations to help inform your decisions.

Too many wine competitions? The number of wineries in the U.S. and globally has grown exponentially, and everyone is contending for the attention of wholesalers and consumers. Receiving awards is a way to brand differentiate and gain marketing clout. How to choose those most impactful to your business? I asked two competition professionals about the “landscape” of today’s competitions.

Erin James, editor of Seattle based Sip Northwest Magazine sums up the situation. “There is such a dynamic spread of style in wine competitions across the country, from the “little league” variations where nearly everyone gets some sort of medal to more stringent operations like ours – Sip Northwest Best of the Northwest – that only awards medals to a top set of winners. I don’t think one way is better or more accurate than the other, just different options. I would like to see more competitions providing feedback to producers from judges, and elevated judging panels to ensure that feedback is educated.”

Eric Degerman, CEO of Great Northwest Wine and founder of multiple competitions summarizes why he believes medals still matter to consumers: “So within the wine industry, just as it with many things in our society, there continues to be a desire for third-party endorsement.” This makes sense as the number of wineries in the U.S alone exceeds 10,000. It is expected that the number of import wines into U.S. markets will soon exceed that. Offering consumers purchase guidance, as simple as medals awarded, appears to have some competitive value.

Too many medals awarded? Many competitions are giving out too many awards as a percentage of total entries. I think there are two main reasons for this. 1) The quality of wine has improved in all regions due to technology and winemaking experience, and 2) competitions are giving more awards because the revenue generated by competition managers is significant. More awards given equates to more wines submitted, and may lead to additional ad revenues, i.e. label placements, website ads, etc. However, the cost-benefit of awards seems less significant as the percentage of total wines awarded has increased. This also raises the quality of judging panel question. Are there enough qualified judges to go around? And, how are they performing overall? Consider the following studies.

In 2008, Robert Hodgson, Professor Cal State Humboldt, studied the performance of wine judges at the California State Fair Commercial Wine Competition, and published his report in the Journal of Wine Economics. His exhaustive analysis looked at judge consistency in re-evaluating the same wines, and concordance of results across multiple competitions. You can go to the American Association of Wine Economics website, pay a fee or download from a university library to view the full reports. The net results were that neither judge consistency or wine scores are reliable or consistent. They concluded:

  • Perfect judges do not exist
  • Judges are biased after discussion
  • Male judges are about as good as female judges
  • Judges tend to increase their scores after discussion

In 2018, a French study evaluated whether winning medals in wine competitions affects price increases. In his summary review of the study, Dave Nershi, of Vino-Sphere compares French wine studies with what’s happening in the “New World”, and says “the study shows winning a medal has a strong effect on wine prices, however the prestige of the competition makes a big difference. In France, regulations prohibit awarding more than 33% of participating wines. Some contests are even more strict. Winning a Gold medal in Bordeaux is certainly meaningful – and apparently you can take that to the bank”. The study suggests a 13% increase in prices for Gold medals, and about 4% for anything less. You can read the entire French study here. Dave added, “This study is focused on France, and so it isn’t clear to what extent the findings apply to the U.S.”

I asked a few Willamette Valley clients to comment. Richard Boyles, founder of Iris Vineyards in Eugene offers this: “Awards from competitions keep Iris Vineyards’ wines in the eyes of the public and give consumers permission to try a bottle they may not have tried before. This also reinforces the perceptiveness of Iris’ loyal followers.” Tom Fitzpatrick, winemaker of Alloro Vineyard in Sherwood adds his criteria for selecting competitions: “I choose specific national competitions that are well organized, attract high caliber judges, and get some national attention. I see value with the judges, who are often buyers and influencers, being exposed to our wines. There may be some consumer exposure value, although with the large number of wines and the large number awards given, this value is less than I once thought.” Wayne Bailey, Youngberg Hill Vineyards in McMinnville sums up his view: “ I choose competitions for brand building, market base, reputation with buyers, and legitimacy of the competition.”

Will Goldring, who in 2002 founded Enofile Online, an online wine competition management system, currently provides services to over 40 wine competitions nationally. Will says “Most of the competitions we help manage are long-standing for several years, and a few are newly minted. From our perspective, success factors include association with a major media outlet or renowned event, and post-competition publicity and/or events that generate sales. I would say about 30% of the competitions we manage have significant post-competition events that make a really big impact in recognition and subsequent sales.”

Should you submit wines?

I think the two key questions are – what is your goal in submitting wines, and whose purchase decisions are you trying to influence – trade, distributors or consumers? Here are some competition strategies to consider 1) Current Vintages – submit wines that are available in your tasting room, online store, in out of state markets 2) Core Wines – submit large production or flagship wines to support distribution sales 3) Judging Panel – who are they, what are their professional bona fides, readership and influence? What are their palate preferences and where are they from, i.e. home palate? 4) Tasting Process – how are the wines being evaluated, categorized and tasted? Will your wines show well? 5) Residual Marketing Value – what is the reach of the event, will the results be promoted in print and online, and will you receive digital badges for content marketing? 6) Consumer Events – are there events and is there an option to participate? 7) Costs? Consider entry fees and bottles required against all the above.

Here’s a perspective from Michael Cervin, a 20-year wine journalist, and 15-year wine judge who likes judging panels that benefit the wineries. “The more progressive competitions disallow winemakers as part of the panel because typically, based on my own and competition directors’ experiences, winemakers find flaws and faults in wine, when the goal is to award wines. Therefore, when looking for ROI, journalists, wine buyers and distributors make up a large segment, at least here in California, in part because they write about the winning wines, they buy the winning wines for their wine lists, and they sign up wines for distribution.” This speaks to the key points of differentiation of wine competitions. Does it help build my brand? Is there marketing impact? Will there be print and digital media announcing the results? Does the competition have readers, subscribers, an email list, social media followers? Otherwise, medals without marketing are an expensive proposition.

Finally, if you are not familiar with how competitions work, read this article by Erin James, Behind the scenes of a Wine Competition, which reviews the McMinnville Wine & Food Classic – Sip! wine competition. Erin also judges and hosts a competition for her magazine and shares some thoughts on the benefits to wineries who enter competitions. “If they place or win, clout and influence! That lauded reputation is a sales and marketing tool to connect with consumers. Another advantage is to receive feedback from judges, to make the product better in the future. Top priority for our Best of the Northwest competition has always been to share the results in our magazine, and to build the year’s best drinks shopping list. We are adding an option for producers this year to receive feedback on their submissions, to ultimately bring more value to their entries.”

As always, there is a cost to enter and to advertise your winning medals. I wouldn’t consider this unless the competition does a good job of promoting award winners and has reach and readers that matter. Competitions are also worth considering as part of your retail strategy. Awards are good marketing content for retailers, to feature as signage and shelf talkers if this is part of your overall sales plan. In the end, that bottle necker or end of isle display may be what inspires a consumer to grab your wines first.

CARL GIAVANTI is a Winery Publicist with a DTC Marketing background. He’s enjoyed 10 years of winery consulting. Carl has been involved in business marketing and public relations for over 25 years; originally in technology, digital marketing and project management, and now as a winery media relations and communications consultant. Clients are or have been in Napa Valley, Willamette Valley, and the Columbia Gorge. (www.CarlGiavantiConsulting.com/Media).

Joe Roberts, 1 Wine Dude

Turning the Tables – Interviewing the Interviewers is a Q&A series profiling Wine Writers. I expect you’ll discover more about wine writers that you know, and learn about many others. The objective of this project is to understand and develop working relationships with journalists. They are after all, those that help tell our stories and review our wines. What better way to obtain media coverage than to learn their wine and writing backgrounds, story and personal interests, palate preferences, writing challenges and pet peeves. This is also part of an ongoing series that is being featured monthly by Wine Industry Network. Last month’s interview featured Virginie Boone, Wine Enthusiast, who once covered the NFL for ESPN, wrote travel guides for Lonely Planet, and now mostly covers the California wine business.

Joe is a consultant, musician and professional wine reviewer in the greater Philadelphia area. He authored a freelance wine column for Playboy.com and was previously the wine expert for Answers.com. Joe holds Level 2 and Level 3 Certificates in Wine & Spirits from the Wine & Spirit Education Trust (WSET) in England. He’s a member of the U.S.-based Society of Wine Educators, holding their Certified Specialist of Wine CSW) qualification. He also holds the Wine Location Specialist (WLS) qualification from the Comité Interprofessionnel du Vin de Champagne (CIVC) and the Instituto dos Vinhos do Douro e Porto (IVDP), and is a member of the Wine Century Club (but that last one’s just for geeky bragging rights, really).

Joe has contributed to and/or been quoted in the L.A. TimesNew York TimesCNBC.com, The Washington Post, Mutineer Magazine, Publix® Grape Magazine, Palate PressMint.com, Parade, Wines.com, SOMM Journal, The Guardian UK, Table Matters, Wine Nabber, Wine4.Me, Nomad Editions’ Uncorked and Chester County Cuisine & Nightlife. His unique wine mini-reviews (composed in 140 characters or less via twitter) have been used in popular iPhone and PDA wine applications such as Sipp, Hello Vino, TedRec and Pocket Wine Assistant.  He’s also been a judge in wine competitions (such as the Critics Challenge International, the San Francisco International, the Lake County Wine Awards, California State Fair Commercial Wine Competition, the Wines of Portugal Challenge, and the Argentina Wine Awards), wine writing competitions, and award programs (such as the Georges Duboeuf Wine Book of the Year Award), and authored the freelance wine column Wined Down for Playboy.com.

Follow Joe at http://www.1winedude.com and on Facebook, Twitter and Instagram.

Professional Background

How did you come to wine, and to wine writing?

I was an avid consumer. Not a collector, just someone who fell off the deep end in terms of geeking out over wine’s combination of hedonistic pleasure, geography, history, chemistry, agriculture, etc. The blog was started as an adjunct to a business idea that never took off. The blog, however, gained influence (for reasons I still don’t fully understand), and 11+ years later, I’m still doing it (and other wine-related stuff).

What are your primary story interests?

Well, for other outlets I’ve done… pretty much everything under the sun. For 1WineDude.com, however, I tend to focus on wines and regions that don’t get a lot of media play. Consequently, I’ll get asked to visit off-the-radar wine regions, and I almost always say Yes.

Is it possible to make a living as a wine writer today? If so, how have you succeeded? If not, why not? What are the challenges and hurdles you face?

No. It’s not really possible; not with just writing, anyway. You HAVE to segue your reputation into media/writing/competitions/speaking gigs/what-have-you. Income pooling, in a freelancing world. The number of real opportunities isn’t that large.

Personal Background

What would people be surprised to know about you? 

I still cry sometimes when watching really poignant movies.

What is one thing you’d like your readers to learn from your wine writing?

You’ve succeeded when you can vehemently disagree with someone like me and make your own informed choices about wine without having to have them validated by me (or someone like me).

If you weren’t writing about wine for a living, what would you be doing?

I’d either still be doing the senior management grind in corporate America, or clawing out some kind of living as a full-time musician.

How would you like the wine community to remember you?

Great question. I’d like to be thought of as someone who was able to crack the traditional mold around “ivory tower” wine writing, and thus was able to empower people inside and outside the wine biz towards more independence, and, hopefully, increasing their love for the stuff overall.

Writing Process

Can you describe your approach to wine writing and/or doing wine reviews?

When I get hired to write, it’s at the discretion of the editor; I can do any style that someone might want. For my website, it’s all about getting to the essence of something quickly and quirkily. For features on 1WD, I decided to take the “traditional” elements of how those stories have been structured for what seems like forever, and explode them into a huge mess; then I go through the mess, pick up the elements that I like best, and rearrange them into… something. Usually it works, though sometimes it’s like the writing equivalent of experimental jazz…

Do you work on an editorial schedule or develop story ideas as they come up?

Generally yes to both; I aim for two posts a week on 1WD (a mini-review roundup, and some form of feature). I often have NO idea what I will write about during a trip, and story ideas present themselves often after when I am reviewing notes, etc.

Do you consider yourself an Influencer? What’s the difference today between a writer and an influencer in your opinion?

A writer gets paid to write. An influencer has influence on others who make decisions (usually related to purchasing) within a given field. I’m fortunate enough to be/have been both. I tend to influence the influencers within wine, which I find kind of odd because that was never an intention and I write on 1WD for my own pleasure and generally more geared towards intermediate consumers. Obviously – and, I suppose, luckily – I failed.

Working Relationships

What are your recommendations to wineries when working with journalists?

Do your homework. Sh*t, do ANY homework. Blanket PR pushes don’t really work anymore in a world that’s increasingly online and increasingly niche-focused. Have a specific reason as to why you are contacting a journalist, and it needs to be better than “I want to get my crap in front of as many eyeballs as possible.”

What advantages are there in working directly with winery publicists?

I’m not sure that I understand the question. And I am sober as I write this. 🙂 I actually find that the better PR folks don’t work for wineries, but have them as clients (so that each party can focus on what they do best).

What frustrates you most about working on winery stories and wine reviews?

By far the most frustrating thing is being banal. No one really cares about your marketing material, they want to connect with you on a human level. There’s a lack of that vulnerability in the wine world sometimes.

Leisure Time

If you take days off, how do you spend them? 

Napping. Hanging out with my kiddo. Teaching myself new things. Adventuring with my girlfriend. And of course playing Rock Star for real in my band.

What is your most memorable wine or wine tasting experience?

Probably that time that time I visited Madeira, and the folks at D’Oliveiras suggested that, since we were going back to the old stock, we might as well taste the 1850 Verdelho because of how well it was drinking. No one has ever been more right in the history of good suggestions!

Do you have a favorite wine and food pairing? Favorite recipe/pairing?

Right now, it’s pecan pie with the oldest Tawny Port possible.

CARL GIAVANTI is a Winery Publicist with a DTC Marketing background, going on his 10th year of winery consulting. Carl has been involved in business marketing and public relations for over 25 years – originally in technology, digital marketing and project management, and now as a winery media relations consultant. Clients are or have been in Napa Valley, Willamette Valley, and the Columbia Gorge. (www.CarlGiavantiConsulting.com/Media).

Virginie Boone, Wine Enthusiast

Turning the Tables – Interviewing the Interviewers is a Q&A series profiling Wine Writers. I expect you’ll discover more about wine writers that you know, and learn about many others. The objective of this project is to understand and develop working relationships with journalists. They are after all, those that help tell our stories and review our wines. What better way to obtain media coverage than to learn their wine and writing backgrounds, story and personal interests, palate preferences, writing challenges and pet peeves. This is also part of an ongoing series that is being featured monthly by Wine Industry Network. Last month’s interview featured Lyn Archer, aka L.M. Archer, an international fine wine writer, critic, judge, and curator who covers Burgundy, bubbles, Oregon,  and emerging wine regions.

Virginie Boone reviews and writes about the wines of Napa and Sonoma for Wine Enthusiast Media and is a longtime resident of Sonoma County.

She began her writing career with Lonely Planet travel guides, writing guides to the American South, South America, Northern California and the Loire Valley, which led in a roundabout and perfectly sensible way to California-focused wine coverage for The Santa Rosa Press Democrat, Savor Magazine, Sonoma Magazine and others. She is a regular panelist and speaker on wine topics in California and beyond.

You can find and follow Virginie on Facebook , Instagram and Twitter.

Professional Background

How did you come to wine, and to wine writing? I’ve always loved wine, my mom is French and even though she was on a military wife’s budget, we always had wine in the home. But as a writer I came to it via travel writing. My life’s goal was to get paid to travel and so I became a travel writer, working for Lonely Planet guidebooks for many years, as well as my share of startup magazines and websites. I had a travel assignment for Rough Guides I believe, to New England, set to depart my home in Northern California in September 2001. Well, 9-11 happened and everything changed. I did that travel assignment, but it was eerie, landing in Boston 10 days or so after 9-11 to a quiet airport full of heavily armed soldiers. My flight home was delayed because of suspicious graffiti in the bathroom. Soon after I did another guidebook to the Loire Valley (which was amazing), but the travel was again pretty fraught. My husband and I had just moved up to Healdsburg from San Francisco and I thought, why don’t I write about my own backyard, that can be travel, too. Soon enough I was writing a weekly feature on wine for The Press Democrat as a full-time staffer. It was the best education I could have had.

What are your primary story interests? I know a lot of people say it, but I like researching and writing stories about people, how they got into the wine world, what keeps them interested, who do they work with, how do they make it work. A lot of my work involves tasting, scoring and writing reviews, which is much more about the wine than what’s behind it. It’s good to have a balance between this and the bigger narratives about wine. With that, I’m increasingly interested in issues of sustainability, labor and where wine fits into those bigger picture issues. And of course, the travel element around wine is a natural go-to that’s hard to resist.

Are you a staff columnist or freelance? What are the advantages of both? I’m sort of an odd hybrid of both. I am technically an independent contractor, but I work almost exclusively for the Wine Enthusiast and do own a beat, Napa and Sonoma. It’s the best of both worlds most of the time. I work independently but have colleagues all over the world who do what I do. We meet in person as a magazine a couple times a year and of course are otherwise fairly regularly in touch. But I do also like to stretch my wings and write elsewhere, especially if it’s outside of my day-to-day beat and has to do more with travel, teaching, speaking on panels, that sort of thing.

Is it possible to make a living as a wine writer today? If so, how have you succeeded? If not, why not? What are the primary challenges and hurdles you face? Ugh. It’s pretty hard. I feel very fortunate that somehow it’s worked out for me. But I work a lot. Most of it is relatively glamorous, social and amazing, but there are days I’m chucking a car-full of recycling into the bins at the Healdsburg dump, too. I’d say the biggest challenge is the time it takes to do all the things that don’t make money, social media first and foremost among them, but also all the box schlepping, organizing and yes, that recycling.

Personal Background

What would people be surprised to know about you? That I love wine and all that goes with it, but it’s not my everything. If I wasn’t making a living writing about it I don’t think I’d write about it for free or in my free time. I think about it in the context of a lot of other things, from music to sports to old Hollywood to politics. That said, in addition to being a travel writer and editor in my former life, I once covered the NFL, SF 49ers predominantly, for an ESPN product called Sports Ticker. It was pretty funny. And yes I’ve seen players in the buff.

What is one thing you’d like your readers to learn from your writing about wine? That it doesn’t have to be a big deal. That doesn’t mean I think people should like shitty wine, or wines made in a cynical way, but that getting into wine means trying lots of things, hopefully traveling along the way, even if it’s nearby and not about how much money a bottle costs. I think we’re turning a corner on wine being a precious commodity that’s too good for most people to have. Even if it’s expensive, it doesn’t have to be exclusive or untouchable.

If you weren’t writing about wine for a living, what would you be doing? I’d be making Ken Burns-like documentaries about old Hollywood stars and jazz musicians.

Writing Process

Can you describe your approach to wine writing and/or doing wine reviews? Doing wine reviews is the most routinized. We taste blind, so I have an assistant set up flights for me to taste. I typically won’t do more than 12 wines at a time of one variety or more than two flights in a day, especially if I’m tasting at a winery for general information on the same day. Wines are often opened 30-60 minutes before tasting, especially young Cabernets. I’ll go back to a wine several times if it hasn’t opened much on the first taste. I write my notes longhand in a notebook. I have a shorthand only I can understand, plus it’s helpful when there are questions about a vintage or designation. I always trust my notes. By the end of every month those reviews go into a central Wine Enthusiast database and eventually into print or online publication. I taste around 250 wines a month this way and that’s barely keeping up with how much wine is coming in.

Do you work on an editorial schedule and/or develop story ideas as they come up? Wine Enthusiast plans its big features once a year at our summer edit conference. We pitch, they accept or decline, and stories get slotted into every issue, with some wiggle room. Front of book and web stories, that sort of thing, are pitched throughout the year, though increasingly we’re scheduling web stories quite a bit ahead. This is true of other people I write for as well.

Do you post your articles on social media? Why is that important? I try. It depends what it is. The Wine Enthusiast will post from its social media accounts and that usually reaches a much bigger audience of people. But I do think it’s important to get wine stories in front of people who don’t necessarily think they want to read a wine story. That’s where travel, food, people, etc. often come in.

Working Relationships

What are your recommendations to wineries when working with journalists? Be normal. Nothing wrong with reaching out directly person to person, but do understand what that journalist does, their level of experience and what might interest them. I don’t like spending a lot of time looking at cellars and tank rooms unless it’s pertinent somehow; I also don’t need to taste 50 of your wines at a time, again unless it’s somehow relevant to a bigger story. I don’t need a four-course meal for no reason, nor do I want zero food if we’re tasting 50 of your wines. I’m pretty happy to just walk around a vineyard, grab a sandwich and talk about what you’re up to. It’s fairly simple for me. And this is how a lot of younger, more interesting brands are handling things because they don’t have huge facilities or budgets. Also, say thank you when something good happens, like when you make the cover or top 100 list.

What advantages are there in working directly with winery publicists? I see lots of advantages, from the relationships publicists have built over many years to their understanding of publishing schedules, submission guidelines and general vision of each publication and journalist. Pick wisely and I see only upside. Most publicists I’ve met are positive, energetic and great people-people and that’s worth a lot. I could never do their jobs.

Which wine personalities would you most like to meet and taste with (living or dead)? Not long ago I saw the documentary André, about André Tchelistcheff. I never had the chance to meet him but have met many winemakers who did, and who were mentored by him. He had a fascinating life, one we couldn’t imagine, having to flee Russia and later losing a family farm in France before finding his way to Beaulieu in the Napa Valley. He’s done so much for California wine.

Leisure Time

If you take days off, how do you spend them? It varies. I have a 13-year-old son so it often involves driving him around and hanging out at home. I drive a lot during the week. My husband and I like to cook and entertain. I also like to hike and am lucky to have Annadel, Sugarloaf and Jack London state parks in my backyard. But usually I’m also tasting and writing sometime during those days off.

What is your most memorable wine or wine tasting experience? I had the chance to interview this world-famous Japanese musician named Yoshiki a couple years ago. He was one of the founders of this monster metal group called X Japan but is also an amazing classical musician and composer. He has a wine project with Rob Mondavi and Rob was kind enough to make the introduction. The closest I could get to meet him was New York City, where he was making his debut at Carnegie Hall. We sat in the front row and cried our eyes out, it was incredibly moving. Yoshiki has had a very dramatic life and the sadness and grandeur of that is in his music. We said hi back stage, stopped by an after party and went out for Chinese food until the early morning. The next day I interviewed him amidst his legit entourage in a hotel room in Manhattan while it started to snow outside. I’ll never forget it. A fan of Opus One, Yoshiki and Rob’s Cabernet is stellar, too.

What’s your favorite wine region in the world? Tie between Sonoma and Napa.

CARL GIAVANTI is a Winery Publicist with a DTC Marketing background, going on his 10th year of winery consulting. Carl has been involved in business marketing and public relations for over 25 years – originally in technology, digital marketing and project management, and now as a winery media relations consultant. Clients are or have been in Napa Valley, Willamette Valley, and the Columbia Gorge. (www.CarlGiavantiConsulting.com/Media).

Lyn Archer Interview, aka L.M. Archer

Turning the Tables – Interviewing the Interviewers is a Q&A series profiling Wine Writers. I expect you’ll discover more about wine writers that you know, and learn about many others. The objective of this project is to understand and develop working relationships with journalists. They are after all, those that help tell our stories and review our wines. What better way to obtain media coverage than to learn their wine and writing backgrounds, story and personal interests, palate preferences, writing challenges and pet peeves. This is also part of an ongoing series that is being featured monthly by Wine Industry Network. Last month’s interview featured Fred Swan, wine reviewer, educator and all around bon vivant.

L.M. Archer, FWS | Bourgogne + Champagne ML is a fine wine writer specializing in Burgundy, bubbles and emerging wine regions. Her works appear in numerous domestic and international publications, including Meininger Wine Business International, Wines and Vines Magazine, South Bay Accent Magazine, Oregon Wine Press, Palate Press, France Today, and Winesearcher.com. She is also a former video correspondent for Foodable Network. A member of the American Society of Journalists and Authors, TASTE Awards’ Academy of Media Tastemakers, and International Wine Writers Alliance, she received a prestigious 2017 Professional Wine Writers Symposium Fellowship, and holds designation in French Wine, Bourgogne and Champagne Master Level from the rigorous Wine Scholar Guild. You can find her @lmarcherml on Instagram/Twitter, @lynmarcher on Facebook, and at www.lmarcher.com.

Professional Background

How did you come to wine, and to wine writing? Wine via access to an unlimited expense account in another lifetime, allowed for tastings through the high end of wine lists, thereby helping inform my palate. A trip to Burgundy in 2009 sparked my passion for the region; a love of history informed my insatiable curiosity about the topic in general, as wine really is the story of civilization.

Writing called me at the age of eight. However, pragmatism led to a corporate career, with stints writing for in-house and trade publications. In 2008, I attended a writer’s workshop to help me re-spark creatively; the program director allowed us to choose our final project topic. I chose wine, and realized this was what I wanted to write about full-time. However, it took me until 2012 to find the courage to make that leap of faith full time.

After leaping, I wanted to understand my chosen field more completely, and so began by studying Wine Fundamentals through the International Guild of Sommeliers. As I progressed, I realized that French wine proved a touchstone for me, and so opted to specialize in this area, earning designations first in French Wine, then Bourgogne Master Level, and finally Champagne Master Level, through the rigorous Wine Scholars Guild program.

What are your primary story interests? Burgundy, bubbles and emerging wine regions. I discovered that Champagne is the ‘flip-side’ of Burgundy – same varietals, totally different expression. And emerging wine regions specializing in Pinot Noir and sparkling wine often look to Burgundy and Champagne as reference points, but ultimately seek to express their own, unique terroirs, and cultures. Exciting, and endlessly fascinating.

Are you a staff columnist or freelance? What are the advantages of both? I have done both. Staff writing provides certainty and rigor; freelance writing allows creativity and freedom.

Personal Background

What would people be surprised to know about you? Until late 2015, I suffered from acute shyness. This proved especially painful at the outset of my wine career, as I attempted to learn more about the business of wine making through tenures at a few tasting rooms, and video storytelling. A difficult experience, from which I learned a great deal about myself, and the industry.

What is one thing you’d like your readers to learn from your writing about wine? As a writer, I understand the journey of the artist, including winemakers; however, as a professional, it’s important to never lose sight of the fact that winemaking is also an exacting, grueling business.

If you weren’t writing about wine for a living, what would you be doing?   Writing historical fiction. My first historical novel, based in WWII German-occupied Burgundy France, is currently in revisions.

Writing Process

Can you describe your approach to wine writing and/or doing wine reviews? Each story varies, but all involve extensive research, quote verifications, and editing.

Do you work on an editorial schedule and/or develop story ideas as they come up? Both

Do you post your articles on social media? Why is that important? Social media broadens the audience, and dialogue, worldwide.

Working Relationships

What are your recommendations to wineries when working with journalists? Hydration stations and spit buckets, please!

What advantages are there in working direct with winery publicists? Publicists provide essential communications and logistical links during tours and interviews, as well as collateral materials and samples. It helps that most appear to love their jobs, and remain unfailingly upbeat, regardless the situation.

Which wine personalities would you most like to meet and taste with (living or dead)? George Saintsbury, A.J. Liebling, Henri Jayer, M.F.K. Fisher.

Leisure Time

If you take days off, how do you spend them?Getting out of my head – exercise, catching up with family and friends, ‘forest-bathing’ in nature. 

What is your most memorable wine or wine tasting experience? A private tasting and tour at Maison Joseph Drouhin in Beaune, FR. with Véronique Drouhin while I was in town covering the 2017 Hospices de Beaune wine auction. Véronique Drouhin proved utterly charming, funny, graceful – generous in spirit, spirits, and Burgundian savoir faire. So much history under one street!

Pick one red and one white to drink for the next month with every dinner. Mercurey Village rouge and Oregon sparkling blanc de blancs wine, of course!

CARL GIAVANTI is a Winery Publicist with a DTC Marketing background, going on his 10th year of winery consulting. Carl has been involved in business marketing and public relations for over 25 years – originally in technology, digital marketing and project management, and now as a winery media relations consultant. Clients are or have been in Napa Valley, Willamette Valley, and the Columbia Gorge. (www.CarlGiavantiConsulting.com/Media).

Fred Swan Interview, Fred Swan Wine

Turning the Tables – Interviewing the Interviewers is a Q&A series profiling Wine Writers. I expect you’ll discover more about wine writers that you know, and learn about many others. The objective of this project is to understand and develop working relationships with journalists. They are after all, those that help tell our stories and review our wines. What better way to obtain media coverage than to learn their wine and writing backgrounds, story and personal interests, palate preferences, writing challenges and pet peeves. This is also part of an ongoing series that is being featured monthly by Wine Industry Network. Last month’s interview featured Rusty Gaffney, aka Prince of Pinot.

Fred is an SF Bay Area-based writer, educator, judge and speaker on wine and spirits. Among the places his writing appears are GuildSomm.com, daily.sevenfifty.com, SOMM Journal, The Tasting Panel, and FredSwan.wine.

He’s been an instructor at the San Francisco Wine School since 2012. Classes he teaches for trade and consumers include CSW, CWAS, FWS, Wine & Beverage Program Management, and Somm Essentials.

Fred’s certifications include WSET Diploma, Certified Sommelier, California Wine Appellation Specialist, Certified Specialist of Wine, French Wine Scholar, Italian Wine Professional, Sud de France Wine Master, Certified Napa Valley Wine Educator, WSET Level 3 Sake, Certified Sherry Wine Specialist and Level 3 WSET Educator. He has twice been awarded fellowships by the Symposium for Professional Wine Writers.

You can follow Fred at http://www.fredswan.wine/ and on Facebook @norcalwine and Twitter @norcalwine

Professional Background

  1. How did you come to wine, and to wine writing?

I gravitated to wine 20 years ago. I’d had exposure to it before, and some relatives in the business, but I’d never paid it much attention. Nor had I the money to buy good wine. But, around 1998, I found myself with a bit more cash and also the need to find a quantity of nice wine for an important party. So I made several tasting visits to Napa Valley and Sonoma County. That whet my appetite.

Around the same time, I found myself traveling more internationally. I had the opportunity to try more European, and then Australian, wines and to visit the producers. Ultimately, I developed a thirst not just for wine, but wine knowledge. I read voraciously and joined too many wine clubs. I attended a lot of events, including at least six Masters of Food & Wine. That exposed me to some of the best wines in the world and gave me the opportunity to chat with proprietors and winemakers.

As my knowledge grew, so did my enthusiasm and my cellar. I also became the go-to guy at my office for advice on wine, wine travel and which wines to pour at company events. Eventually, timing was right for a career change and I jumped at the opportunity. Writing was the way I could contribute immediately. I didn’t have any schooling in winemaking, viticulture, or related fields. I didn’t have the money to buy into a serious wine business. But I’d spent years writing in other fields. So I jumped in with both feet and, at the same time, began studying seriously through WSET.

  1. What are your primary story interests?

There isn’t a particular topic, region or style of story I’m obsessed with. The thing I like best about what I do is spending time with and learning from people in the industry—from winemakers, growers, and proprietors, from cellar hands and pickers. When I’ve been affected by their enthusiasm and learned something that isn’t just a detail, but really changes or enhances my understanding of something, it’s been a good day. What I hope to do in my writing is transfer those enthusiasms and epiphanies to the readers. And I hope to give them a thirst not just for the wine, but for deeper understanding of what’s behind it.

  1. What are your primary palate preferences?

I have very broad tastes and don’t have a strong preference for a particular variety, region or style. But the wines I find most captivating tend to be complex and nuanced with extremely well-balanced alcohol, whatever the actual percentage may be. And I prefer wines, whether fruity or savory, in which the dominant flavors come from vineyard rather than barrel. Great texture and length are important, as is clarity of voice.

  1. Are you a staff columnist or freelance? What are the advantages of both?

I’m freelance. I’ve never been a full-time, staff writer, so I can’t speak to the pros and cons of that with authority. But, clearly, staff positions are steadier, typically come with benefits, and allow the writer to focus on research and writing. Certainly, there are meetings, etc., but staff writers don’t need to constantly promote themselves or pitch stories to dozens of other editors. I suspect the downside is potentially being limited to a particular beat, style, word count, and audience.

  1. Is it possible to make a living as a wine writer today? What are the primary challenges and hurdles you face?

It’s clearly possible to make a living writing about wine. People are doing it. But it’s very difficult and few manage to make ends meet through writing alone. The best opportunity for that is with a full-time staff position, or a part-time staff position supplemented with side gigs. And it’s crucial to have a low cost-of-living and/or a spouse with a good job and benefits. High salaries are unheard of, even among staff writers. And, as the media business changes, staff positions are less secure than they used to be. I think even freelancers who have a steady flow of dream assignments are living on the edge, if all they do is write about wine.

Personal Background

  1. What would people be surprised to know about you? 

I went to university (UC Berkeley) in order to study Egyptian archaeology, so I spent my four years studying all things Middle East, ancient and contemporary. I used to be able to read hieroglyphics.

  1. What is one thing you’d like your readers to learn from your writing about wine?

That’s a difficult question, because I’m a complexity guy. If you ask me for three things, my tendency is to give five. But, if it has to be just one, I hope I influence people to not be bound or swayed by stereotypes (about regions, varieties, producers) and to approach every bottle of wine with an open mind.

  1. If you weren’t writing about wine for a living, what would you be doing? 
    I suspect I’d still be in some aspect of the consumer electronics industry. I’d be a lot less worried about money, but my blood pressure would be a lot higher.
  2. What’s the best story you have written? Please provide a link.
    I received a ton of positive feedback on the articles I wrote about busting various myths regarding wine production and one I wrote for GuildSomm about a broader view of terroir. https://www.guildsomm.com/public_content/features/articles/b/fred-swan/posts/winemaking-myths and https://www.guildsomm.com/public_content/features/articles/b/fred-swan/posts/terroir

 Writing Process

  1. Can you describe your approach to wine writing or doing wine reviews?

I think there are three aspects to my tasting and reviews: analytic, holistic and aesthetic. I always start tasting with technical analysis, a step-by-step process with very specific characterizations, written in a personal shorthand for speed. While that’s going on, the aesthetic aspects of the wine also make themselves obvious to me. After that, I consider all those things together and see how they flow and/or integrate to create an overall experience or impression. Whenever possible, I re-taste wines, especially reds, over the course of multiple days to see how they evolve with air.

With writing, I like to spend time with the people involved and go as deep as I can to gain a full understanding of what they do and why. I take notes that are as detailed as possible. I rely on my notes for detail later, but impressions and ideas from the discussions in general, and things that are particularly interesting will stick out. The story angle I take will depend on the subject and/or assignment. Sometimes it’s straightforward, sometimes based on a surprising learning, sometimes inspired by a particular quote from the subject.

  1. Do you work on an editorial schedule and/or develop story ideas as they come up?

I don’t put together a comprehensive editorial schedule. From time to time, I’ll organize a series of things on the calendar, perhaps for a particular, large project or related to planned travel. Normally though, it’s more spontaneous.

  1. How often do you write assigned and paid articles (not your blog)? How often do you blog?
    It’s varied over time. Right now, I’m trying to post on my own site at least two or three times per week. I write about four paid articles per month. I hope to step that up quite a bit.
  2. Do you post your articles on social media? Why is that important?

I always post them on social, at least on Facebook. The platforms have their pros and cons, but are the best way to start getting the word out in a world where there’s too much content and too little time.

  1. Do you consider yourself an Influencer? What’s the difference today between a writer and an influencer in your opinion?

I’m certainly an influencer in that I do influence people to try things, whether that be a region or a particular wine. I don’t bill myself as an influencer or make demands based on my ability to influence.

Working Relationships

  1. What are your recommendations to wineries when working with journalists?

Most wineries do a pretty good job when I’m on site. The most frequent frustration at wineries is when they want to tell me what I should smell and taste in the wines, or tell me how many points Robert Parker gave them. That may all be useful for consumers, but is, at best, unproductive with journalists/reviewers.

Some wineries make the mistake of not segmenting their contact lists well. Journalists want to receive important news, information about upcoming press events, etc. But they don’t need to get frequent emails selling new releases, or cold calls giving us the hard sell.

  1. What advantages are there in working directly with winery publicists?

That depends on the individuals involved. But publicists are generally better at knowing how to work with writers, what information they need, responding quickly, and being proactive with information.

  1. What frustrates you most about working on winery stories and/or wine reviews?

I don’t think this is a pursuit which merits a lot of complaints, nor would people be very sympathetic. Aside from the financial aspects, it’s generally excellent. But, as someone who had a very successful career in marketing and one who needs to gather accurate information quickly, I’m constantly disappointed by winery websites—how difficult they are to navigate, how limited information often is, how often there’s conflicting information, how out of date they often are. It would be of benefit to every winery to focus more energy on creating a fast, easy, informative site that is compelling, but not full of trite fluff or elements that are fun for designers to create, but just get in the consumers’ way.

Leisure Time

  1. If you take days off, how do you spend them? 

Days off certainly happen, though I don’t make a point of saying, “I’m not working on X day.” Sometimes it’s due to travel or non-wine things that just need to get done. I spend time with family and friends. I go to a few baseball games and movies. Occasionally I travel to places where wine isn’t the focus.

  1. What is your most memorable wine or wine tasting experience?

I’m very fortunate. I’ve had many, incredible and unforgettable wine experiences. This is another one that’s tough to narrow down. I’d probably have to go with a week I spent in Bordeaux back in 2007. I was with a small group on a trip led by a major US retailer. It was one spectacular tasting or meal after another, all with the proprietors. It was inspiring. Not long after, I left the industry I’d been in to go into the wine business.

  1. Pick one red and one white to drink for the next month with every dinner
    For that, I’d need wines that work with a variety of foods and are complex, interesting, and evolve in the glass so that they don’t get boring. For the white, I might go with well-aged Krug champagne or well-aged Chablis Grand Cru from the Les Clos vineyard. For the red, it would probably be a top-notch, well-aged Syrah, such as Penfolds Grange, Henschke Hill of Grace or one of the LaLa’s from Guigal.
  2. What’s your favorite wine region in the world?
    I don’t really have a favorite wine region. There are too many great regions to choose between. And most regions evolve over time.
  3. Do you have a favorite wine and food pairing? Favorite recipe/pairing?

The most surprising I’ve had was Chateau de Fargues Sauterne with raw oysters. It was brilliant. For sheer yumminess, I love high-quality sparkling Shiraz with Peking Duck.

CARL GIAVANTI is a Winery Publicist with a DTC Marketing background, going on his 10th year of winery consulting. Carl has been involved in business marketing and public relations for over 25 years – originally in technology, digital marketing and project management, and now as a winery media relations consultant. Clients are or have been in Napa Valley, Willamette Valley, and the Columbia Gorge. (www.CarlGiavantiConsulting.com/Media).