By Carl Giavanti, Carl Giavanti Consulting
“Turning the Tables – Interviewing the Interviewers” is a Q&A series profiling Wine Writers. We hope you’ll discover more about the wine writers 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, review our wines and potentially provide media coverage. You can do this by learning their wine and writing backgrounds, story and personal interests, palate preferences, writing challenges and pet peeves. This is part of an ongoing series that will be featured monthly by Wine Industry Advisor.
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 Facebook, Twitter, Instagram, and read her stories on Rockin Red Blog and Forbes.
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.
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.
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 and/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.
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 most like to meet and taste with (living or dead)?
Meeting Jancis Robinson would be amazing. Her work is paramount to my wine education.
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.
Read more stories in the series “Turning the Tables – Interviewing the Interviewers.”
by Carl Giavanti, Carl Giavanti Consulting
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).