Turning Wine into Publicity
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.
This interview is syndicated from the bi-monthly column for Oregon Wine Press, and “turns the tables” on Oregon wine industry writers by asking them about their