IN THE PR GAME, THE WINERY HAS TO HAVE SKIN IN THE GAME, TOO
BY ALAN GOLDFARB
April 22, 2025
The best and most interesting winery client I’ve represented as a media relations consultant was the one who told me, “I’ve loved working with you. You got me so much press attention. But I didn’t sell a lot of wine.” He was interesting because he was very smart and, as we say in the business, he gave good quote. He was attentive in that he responded extremely quickly to any queries I or a media member may have had of him. And he did so in a circumspect way, which was intriguing, genuine, and informative; and not a cliché. In other words: a journalist and by extension, a wine flack’s dream; which is why he was the best. Oh, and did I mention, he had a unique style in the vineyard and in the cellar; and his wines were really good? Subsequently, I got him a lot of ink.
In the end though, he cut me loose because it all – he claimed -- didn’t add up to a lot of ROI, i.e. sales.
Sales is the name of this game when it comes to installing a PR campaign. It is, however, just one – albeit crucial – goal of employing a media consultant into a winery’s marketing quiver. The other, of course, is to get your winery’s name, story and wines out into the world. Both are big asks, but given enough time, patience, and stick-to-itiveness, the effort will be rewarded.
But an integral component of a media campaign will have to come from the winery client themselves. It is not enough to take on a media consultant and watch your wine fly out the door. The client must have skin in the game, too.
That is, when the consultant gets you media hits, long-form stories, mentions and or reviews, those third-party accolades will have gone for naught; and you will have wasted your money, if you don’t participate yourself, in getting the word out.
Those approbations might be known by the media member, you and me, but if the client doesn’t endeavor to put it out into the universe, who else is going to know of it? It is imperative to the exercise to get those acclimations on the winery’s social media platforms and on its website for all to hear and see. Otherwise, that podcast interview or the piece in Forbes will fade into the ether. And you won’t sell as much wine as you think you should.
I was inexperienced when that aforementioned client cited all the media acclaim I brought him – and I secured a lot – didn’t result in enough sales. And I wasn’t thinking clearly when I accepted his objections at face value. Speaking to a friend and colleague recently – a fellow flack (a discussion which is alas, not a common enough occurrence in our corner of the wine world) – I had an epiphany with his simple query:
How did the client know that your work hadn’t resulted in more sales? How did he know that when a customer came through his tasting room doors, she hadn’t seen an article or heard a podcast that was a result of your outreach? Perhaps the customer had seen a review – arranged by you – about a year ago and one day just happened to sidle by your winery? Or picked up a bottle at a grocery store as result of a mention of the winery, which came via that wonderful long story that came out of an interview at the winery, organized by you?
In my initial discussions with all clients in preparing to flesh out the tone the media campaign will take, I always emphasize that the winery must have a stake and a personal investment in the campaign, too. In that way, the winery and the media consultant are partners in this long-game, slow, and considered effort.
There’s a two-sided sweat-equity strategy here. I can and will do my part. My winery client has to join me, though.