By creating a singular message, these wine regions successfully presented their unique positions.
By Carl Giavanti
Successful wine press trips are contingent on the harmonious alignment of all parties involved: journalists, wineries and the PR partners or associations that organize the trip. I recently participated in two press trips — one to the Paso Robles AVA and another promoting Wines of British Columbia — attending as a wine travel writer and to promote my new winemaker interview series Wine Characters.
Paso Robles AVA Experience
Communications Director Chris Taranto prepared media visitors well in advance for a relatively intense schedule highlighting the unique and robust diversity of Paso Robles AVA. There are around 200 wineries in 11 sub-regions, more than 60 varieties of wine (mostly focused on Bordeaux and Rhône), and lots of innovation and experimentation. We touched 35 of those wineries — gathered in groups at each stop — in 3.5 days. It logistically worked due to Chris’ exceptional planning.
Each day of the trip had its own theme, which helped prompt story ideas for the four writers in attendance. Taranto did something many agencies miss: staging introductions at each stop for the wineries and media guests. This helps prompt targeted winery messaging, insightful media queries and robust interactions. He covered all the bullet points outlined in my previous story and then some.
I should also mention that the Paso AVA’s digital resources were world class. I loved the easy QR code for app download presented on the home page footer pasowine.com. It got me up and running with winery websites and background info throughout the trip, and it helped remind me of backstories and points of difference for each brand. The app includes stats on retail operations and history of each winery, prompting story ideas and meaningful questions in advance. The AVA website and app includes maps, winery listings, events, restaurants, lodging, things to do — all prepped, organized and ready for wine travel editorial.
I asked Taranto what one thing the wineries in Paso Robles have in common, unique from other regions, that he strives to highlight on press trips.
“Their sense of community is often noted by trade and media that visit,” he responded. “There’s a common belief in Paso that the rising tide lifts all boats. So, if my neighbor is successful, then I can be successful. I believe it was borne out of necessity as the Paso Robles wine region had to scrap to gain recognition on the world stage.”
I got that sense of community for the makers we met and, what’s more, I felt drawn into it during our visit.
Wines of British Columbia Experience
Canadians are nice people. I had the pleasure of joining five of them on a recent press trip to Lake Country, Okanagan Valley. It was arranged by two agency professionals, Laura Kittmer and Kelly Josephson of Wines of British Columbia.
I was pleased with the inclusiveness of the agenda, which provided links to each writer’s websites, regional background, winery contact info and social sites, and up-to-the-minute agenda details. I also was happy to see we were doing a deep dive on only seven wineries in 2.5 days, previewing two upcoming large-impact projects and visiting five of the stalwart long standing champions of the G.I. (Canada’s AVA/region equivalent).
Most impressive was the effort to educate media guests not only with a downloadable region app, but also with an online course — Wines of BC Ambassador Program — and an opportunity for certification. The trip hit the mark on all best practices and did so in an elegant and personalized way.
I asked Kittmer what one thing do the wineries in Okanagan Valley having in common, unique from other regions, and that she strives to highlight on press trips.
“Their place,” she stated. “With vineyards stretching north from the 49th parallel, BC wineries sit on the edge of where wine production is possible. The community that stems from facing the challenges and opportunities of growing grapes and making wine against the backdrop of extreme sun, heat and cold makes for an exciting place.”
For the Benefit of All
Best practices for press trips are ever evolving, but I hope this article serves as the start of a conversation about improving agency, media and winery relations. As someone who both attends and helps plan trade and media visits, it’s always interesting to see how others approach the multi-faceted task.
The key, it seems, is to hone your messaging and make sure all hosting participants are on the same page. By presenting a united front, you increase your chances of successful interactions with your guests.
***
Note: This article is part 2 of a series. Previous installments are available at
How to Do Press Trips Right: Best Practices for Media, PRs and Wineries
Press Trip Perspectives from the Wine Media
______________________________________________________________________________________
Carl Giavanti
Carl Giavanti is a Winery Publicist in his 16th year of consulting. Carl has been in business marketing and public relations for over 30 years; his background in tech, marketing and project management informs his role as a publicist and wine writer. Clients are or have been in Willamette Valley, Napa Valley, and Columbia Valley https://carlgiavanticonsulting.com/ He also writes for several wine and travel publications https://linktr.ee/carlgiavanti
