Scrolling through the inbox of a wine writer would be an enlightening experience for most wine industry PR professionals. A quick perusal would reveal that the standard PR toolkit relies on the following common tactics:
- press releases (yawn)
- requests to send samples
- invitations to large, walk-around tastings
- invitations to seminars, often called “master classes”
- invitations to dinners or lunches, sometimes with winemakers
- invitations to press trips
It’s hard for a message to stand out when every producer or trade group wants their press release shared, their “master class” filled, or their wines reviewed. So, what can PR do to make their efforts more memorable and effective?
I can think of two recent programs that have been particularly creative.
The first one was crazy and random. However, I still find myself talking to other attendees about it. Complexity New Zealand organized an event called “Grapes on a Train,” where a group of press and trade attendees took a scenic, 10-hour train ride to Montreal via the historic Adirondack train from Penn Station. Six winemakers joined us from New Zealand – Matt Dicey of Mt Difficulty Wines, Brett Bermingham of Nautilus Estate, Ben Glover of Mud House Wines, Nick Picone of Villa Maria, Tim Health of Cloudy Bay, and Rudi Bauer of Quartz Reef.
On board, we were handed wooden trays with stemless glasses (new ones for each seminar – I can’t imagine the logistics that went into organizing this event on a moving train). Attendees were then ushered through four seminars, which highlighted the variety and quality of New Zealand wines.
The event was brilliant in that it held a group of busy, easily-distracted writers and somms captive for the entire day. And it got all of us talking. Why had we all agreed to do this? Why were a bunch of New Zealand winemakers going to French Canadian Montreal? How did they get the budget to pull this off, including accommodations for the night in Montreal and flights back to New York in the morning?
It didn’t make sense. But somehow, it worked. The execution was flawless. Read the rest of this entry »