The Business of Wine

1
The Business of Wine Wine Industry Public
Relations Or The Proper Care and Handling of
the Beast Tom Wark Wark Communications March
25, 2006
2

• Stating the Obvious?
• The goal of any ongoing PR Effort in the wine
  industry is to increase profits.
• 2. We are all here to make money.
• 3. A good public relations program, at its
  simplest, tells the world why Winery X is worthy
  of the consumers patronage.
• 4. Publicists are in the business of telling
  stories.

3
B. The Story To sell wine, a winery must be more
than a maker of wine. A winery must offer a
compelling reason to exist. A winerys story
is a set of values and commitments that set them
apart from other wineries. Understanding that
story, crafting it, being able to communicate it
to various groups, then being willing to deliver
the story over and over and over again, in a
creative way, is what a publicist does.
4

• C. Compelling Stories
• Humanitas Wines
• Giving Back-One Sip At a Time
• 2. Foppiano Vineyards
• The Champions of Petite Sirah
• Roshambo Winery
• Wine for the People
• 4. Mayo Family Winery
• Nothing but Single Vineyard Wines
• 5. Matanzas Creek Winery
• Extremism in Pursuit of Quality

5
D. THE NITTY GRITTY HOW TO TELL A STORY Aiming
a Story at Three Different Groups Consumers,
Trade and Media Each Group Gets the same
story, but gets it differently.
6
Aiming At The Consumer Buy This (story) Wine!!
Newsletters requesting they buy the story
Emails electronically requesting they buy the
story Advertising Go buy this story! Events
experience our story Tasting rooms taste our
story Shelf Talkers reach for our story Media
a good reason to buy our story
7
Aiming At The Trade Training More Storytellers
Sales Kits creating the story book Sales Trips
its story time Trade newsletters updating the
story Mediagiving story tellers a reason to
tell the story
8
E. The Proper Care Handling of the
Beast Dealing with the Wine Media
Understanding the Beast Feeding Implements Feed
Them What They Want Observe Them in Their
Natural Habitat
9
Understanding The Beast
The Trade Press Small, Technical,
intra-industry Wine Business Monthly, Wines
Vines, Practical Winery The Consumer
Press Nationwide, Regional, Educational,
Influences buying patterns New York Times Wine
Dine Section, Forbes, SF Chronicle Wine Section,
Food Wine Magazine, Books The Hybrids For
Trade Consumer, Enormous Influence Wine
Spectator, Robert Parker, Wine Spirits,
Newsletters
10
Feeding Implements Communicating with the Press
The Press Kit The Press Release Pitching the
Story Face time Samples Events
11
Feed Them What They Want
The Wine Media has responsibilities. By
understanding these responsibilities and working
with them as partners you help them do their job
and you do yours.
12
Feed Them What They Want

• What the Media Wants and Needs to Do Their Job
  Lessons From the American Wine Writer Survey
• What they get is not very helpful
• New Products, Events, Awards Useless
• 3. Personalities, Winemaking, Terroir, Trends
  Useful

13
Feed Them What They Want

• Breaking through the Clutter and Being Useful
• Know the Writers
• Fit Your Story To Their Needs
• 3. Avoid Disappointment

14
F. The Power of the Media
Robert Parker The High-End Market Maker The
Wine Spectator Expertise for the Masses The
Snowball The Power of Many
15
G. The Secrets To Being a Great Publicist
Read Write Listen Know Your Industry
16
H. The Blogosphere A New Frontier
A PR Tool a New Set of Publishers Rapid
Publishing Rapid Spread of Ideas
Interactive Potential for Creating Loyalty
17
Winery Blog
18
Winery Blog
19
Winery Blog
20
Regional Wine Blog
21
Varietal Specific Blog
22
Trader Joes-Wine Blog
23
Winery Website Design Blog
24
General Wine Coverage Blog
25
New York Times Wine Blog
26
Wine Publicist Blog
27
Rules to Blog By
1. Blog From An Angle 2. Express Your Unique
Voice 3. Know the Wine Blogging Community 4.
Publicize Your Blog 5. Post New Entries to Your
Blog Often 6. Interact With Your Readers
28
Using Blogs To Promote

• Treat Bloggers Like You Would Any Journalist
• Contact Them Personally with Sample Offers
• Post Comments on Their Blogs
• Know What Each Blogger Tends To Cover
• Do It Electronically

29
Tom Wark Wark Communications Public Media
Relations Glen Ellen, California 707-933-9313 to
m_at_warkcommunications.com www.warkcommunications.co
m www.fermentation.typepad.com