Wine professionals share what works (and what doesn’t)
when they’re traveling to your region.
By Carl Giavanti
I’ve been in the business of relationship management and communications for more than 25 years, going on 16 years as a winery media relations consultant, and entering my third year of wine and travel writing. The interactions between PR agencies, wine media and wineries are fascinating to me, and I’m enjoying playing both sides of the proverbial table. This third and final installment of press trip best practices articles features several wine writers and critics that I admire and have interviewed for the Turning the Tables column in Wine Industry Advisor. Here are their perspectives and recommendations for working with the wine media and maximizing outcomes for press trip experiences.
Felicity Carter, Drinks Insider Podcast https://www.drinksinsider.com/
I haven’t participated in an old-school press trip for a very long time—I tend to travel for conferences and those kinds of events these days. But back when I did them, I found the best trips were the ones that weren’t relentless. Journalists, by definition, are writers and need some down time to be able to write up notes and observations while everything is fresh. Organizers have a natural urge to show visitors as many wineries as possible and use the available time to the maximum, but it becomes counterproductive if the schedule is packed from breakfast to midnight. The other thing is to resist the urge to serve three-course meals at every stop. Keep it simple.
Brianne Cohen, Freelance Writer BrianneCohen.com
There are two musts for me on press trips. A successful press trip includes both scheduled time and free time every day (even one hour!). Many members of the media run businesses, and it is not ideal to schedule out every day from breakfast until the end of late dinners. Also, please ensure enough time is built in at each event for the media to ask questions. Sometimes, the winery and regional presenters take up the entire time, and we cannot get our questions answered.
Greig Santos-Buch, Co-Founder Winetraveler.com
Successful press trips combine structured exploration with the flexibility to uncover stories that reflect the real experiences our readers can expect. It’s great to have behind-the-scenes access, but ultimately, we’re there to distill it down into insights and suggestions that guide Winetravelers in crafting their own memorable journeys without needing insider privileges.
A press trip that fosters genuine relationships between media, wineries and agency representatives adds authenticity to the storytelling. When these interactions reveal experiences and insights that are accessible to the everyday Winetraveler, it makes the story not just inspiring but also actionable — so readers feel equipped to explore and connect with a wine region in a meaningful way.
Reggie Solomon, Wine Enthusiast https://www.wineenthusiast.com/contributor/reggie-solomon/
I’ve been on many press trips of various types and with varying budgets. The best press trips I’ve been on provide a mix of dedicated learning opportunities and thoughtfully complementary experiences. I love it when a region provides an hour-long seminar to help educate me about the region before showcasing it. For example, host an hour-long morning seminar about the wines of Picpoul and then take me to a seafood lunch with producers to show how well their wines pair with seafood. The best trips use as many of the senses as possible to get the point across.
I also love it when a wine region does a mix of low- and high-fidelity experiences. For example, having a simple, homecooked, informal meal with a winemaker and then the next night having a structured tasting at a snazzy restaurant. Media professionals want to be surprised and kept guessing about what’s coming next. Give us a mix of experiences that showcase the best of a region and that shows us the wines can be enjoyed by its everyday citizens as well as its bourgeoisie.
Craig Stoltz, Editor FWT Magazine https://fwtmagazine.com/ and https://craigstoltz.substack.com/
The best PRs spend time getting to know the writers and their outlets so they can tailor individual side trips and diversions. Herding a dozen journalists through the same venues at the same time is efficient for the PRs and their clients, but a terrible way to generate original, memorable stories that connect with readers.
Meg Maker, https://terroirreview.com/ https://megmaker.com/
As a journalist, I need access to principals and enough time to gather their genuine insights. That’s not something that can happen in a few minutes, as it takes time to build the rapport that earns me the right to ask hard questions.
Interviews are harder in group settings, because every journalist has a particular information agenda and deserves air time. On the other hand, everyone’s privy to everyone else’s interview, and it’s common for one journalist to ask a question and find the quote in a colleague’s story. Ditto photographs art-directed by a single person on the tour. Group travel can stifle creativity and lead to boring sameness.
Colleagues often learn from and help one another, and I’ve formed important relationships with travel companions. We compare notes and build on each other’s insights. We also bond over shared hardship, because press trips are all-consuming. I’ve rarely had bandwidth for any other work — to say nothing of sleep, exercise and family check-in. Worse from a professional perspective is that few itineraries allow time for the reflection needed to develop a theory about the place. I write to make sense of the world. Reflection generates ideas and memory, which help me tell great stories.
The most helpful publicists invite journalists with plenty of lead time, then commence a steady drumbeat of information right up to departure. It’s critical to receive a detailed itinerary in advance; it may seem surprising, but it’s common to get a list of the wineries I’ll be visiting, and the places I’ll be staying, the day before I fly. This is a squandered opportunity, as it doesn’t allow time to research specifics and formulate good questions. Not to mention pack appropriately.
Carmelo Giardina, Vineroutes. Ontario https://vineroutes.com/
Successful media press trip hinges on three components: Education, a balanced itinerary and content.
In terms of education, I value trips that go beyond surface-level experiences and provide more of an in-depth exposure to the region, winemakers, vineyard practices and, of course, the wines. Meeting with winemakers and understanding their philosophy is essential. Experiencing the vineyards and facilities first-hand helps gain insights into nuances of production, winemaking techniques and customer relationships. It all lends to the authenticity we’re seeking.
A well-structured itinerary should find balance between learning, exploration and downtime. Having some time to reflect, ask questions and just absorb the environment is crucial and just as important as the various activities we’re there for in the first place. The opportunity to engage in meaningful conversations is key to getting the full picture.
Regarding content, I think a press trip should inspire multiple stories — offering plenty of material for content creation. It’s not only good ROI for the organizations inviting us and taking care of our visit, it’s good ROI for us writers because it makes our trip well worth our time.
Debra Parker Wong , DWSET. 2023 Industry Leader https://deborahparkerwong.com/
I have been on plenty of press trips and, over the last five years, in addition to being a trade writer, I’ve donned the hat of a researcher and my entire approach has evolved. Now, I refer to press trips as “field study” in an attempt to legitimize an experience that many still view as either a “death march” or a “booze cruise.” Here are a few observations that I have seen work very successfully this past year along with some personal “best practices” as well:
1. When a large group consists of guests across a wide range of interests — for example, influencers, consumer press, trade press, trade (distributors/sales) and educators (not many media are both press and educators) — it’s wise to break out the visits based on the priorities of each demographic and then bring the group together for meals so they can compare notes and share experiences. Influencers appreciate lifestyle, culinary and wine-related aspects of culture; trade press want tastings with winemakers and time for culture (visits to archeological sites etc.); consumer press need to visit wineries that export to their country of origin etc. More work for the organizers, yes, but happy campers all around.
2. On that same theme, when groups are small, ideally, they should be of the same stripe. Educators are the audience most willing to visit every tank room without complaint. Try that with consumer or even trade writers and you’ll get an earful: “if you’ve seen one, you’ve seen them all” (which we know is not true). Combining influencers with trade press is like oil and water; trade press are annoyed by what they view as the shallow, self-obsessed interests of influencers and, in turn, the influencers are left out or bored when things get technical. I have seen this combination work during wine competition visits in Europe when the influencers are judges/trained tasters and super low-key, but I’ve heard horror stories about loud, thoughtless (talking over hosts, not tasting, wandering off during winery visits, making outrageous/entitled requests of hosts and PR people etc.) behavior from influencers (and the occasional journalist).
3. The “death march” press trips seem to be a thing of the past, as are poorly planned trips that involve traveling for hours each day on a bus between wineries or regions. The last few field study trips I’ve attended were hyper-regional in focus, included three or four visits per day, maximum, often with different producers at lunch and dinner, and at least one morning or afternoon devoted to a cultural visit.
4. Unless we’re dining at a winery we’re visiting, after a long day of tasting and vineyard tours, we appreciate having time to refresh before dinner. Trips that are hyper-local focused means this is usually possible and always appreciated.
Mandi Robertson, Montreal. Wine writer, radio host of Unwined with Mandi CJAD800
I like the idea of having the option to come in a day before the trip actually starts to give me time to adjust to the time difference and the travel. I always find I am absolutely exhausted on the first day, especially traveling internationally.
My second suggestion would be to have ‘free time’ in the itinerary. I always want time to absorb the info, write down my thoughts, take photos and videos, and just explore or ask questions — to feel a place. Jam-packed trips are stressful, and tasting wines properly becomes very difficult.
The third thing would be to visit the actual vineyards/vines where the wines are coming from. It’s so much more meaningful to wander among the vines, check out the soil and feel the energy of the place.
James Melendez, James the Wine Guy. San Francisco http://www.jamesthewineguy.com/
Wine press trips are a privilege on many levels. While I may be familiar with a region, its varieties and its history, being on the ground is invaluable for in-depth reporting and exposure. The stories of wine and place are far from told, relying on journalists and their perspectives to craft compelling narratives.
I believe the minimal essentials for a successful trip are the four “P’s”: Presence, precision, passion and partnership. Being present is crucial; it provides the rare opportunity for me to have meaningful conversations with brands and producers about their histories and current offerings. My previous and ongoing reporting highlights my genuine interest in these press trips.
Precision and accuracy in conveying experiences and producer details are essential. Passion and authenticity are necessary for telling stories that no one else can share. A wine journalist must remain enthusiastic, as no one has fully mastered this subject. Passion is fundamental in covering wine.
Lastly, I seek partnerships that extend beyond a one-time visit. I aim to report on a producer’s journey, new vintages and other developments. There is much to share and no one can tell the story alone.
Kathryn Anderson, Freelance Writer & Content Creator Bylines | Travel Blog
I love it when a trip has a cohesive theme. It’s very challenging to write articles when the destination combines food, wine, culture, history, adventure and more in the same trip. Also, I always appreciate a little downtime so I can process and write notes during the trip. There is nothing more exhausting than a press trip that begins with breakfast at 7 a.m. and ends when you get back to your hotel at 10 p.m. Downtime allows me time to collect my thoughts and begin brainstorming article ideas, which results in the most well-written and thought-out articles.
Susan Lanier-Graham, www.WanderWithWonder.com
I appreciate when the PR representative asks about what interests me and helps me tailor a visit to fit what my readers want. I appreciate receiving a detailed itinerary at least 10 days before the trip. I need to know when I’m available during the trip to handle my regular work (I still need to answer emails and post to social media), how to pack, etc.
That leads me to my third point: please allow for downtime. This is mandatory. Rather than packing my schedule with back-to-back experiences, I need some downtime (more than 30 minutes to change for dinner). Destinations and representatives must remember this is a work trip, and I constantly go through story angles as I experience a destination, hotel, winery, etc. I need time to get some of that information down during the trip for future reference, post to social media, organize photos and do a little exploring on my own to get a feel for the destination.
Finally, don’t combine influencers and journalists (print or digital) on the same trip. While influencers are after great photo and video ops, writers want more time to chat with people, understand the stories and formulate article ideas. There is no right or wrong, but each requires a different pacing.
David A. Nershi, Certified Specialist of Wine Vino-Sphere.com
From the media perspective, time and communication are most important. In terms of communication, there should be a set itinerary listing all stops, travel time and the times for each event. The key contacts, with their contact information, should be included. In addition, websites, social media handles and hashtags should be included.
Changes undoubtedly can happen. If that occurs, timely communication is needed. If the email or text to the media trip participant isn’t acknowledged, a phone call might be needed. Verbal reminders of the schedule are also helpful.
The schedule shouldn’t be packed so tight that if one segment of the trip goes longer than expected it causes a domino effect, making everything else late. Writers also need time to write and post social media. Time to relax before dinner is also appreciated. The media event should be remembered as the Amazing Media Trip, not the Amazing Race.
Finally, while each individual member of a group trip is important, the majority shouldn’t suffer if one person has an unreasonable special request or wants to dally at a particular location.
Amy Piper, Freelance Writer https://followthepiper.com/ and Editor https://fwtmagazine.com/
One of the most important things, to me, is a press trip that suits my niche so that I can write several articles about it. Time is money, and if I take a press trip, I can write something from several angles, increasing my interest in the destination and the press trip. In short, multiple story angles are the most important thing to me in a press trip.
Leeann Froese, Town Hall Brands https://townhallbrands.com/blog
A successful FAM trip balances education and entertainment, making even complex topics (such as wine) approachable and engaging for all. Writers thrive in an inclusive, comfortable environment. When participants feel informed and valued, the experience resonates and translates beautifully for their audiences. Oh, and it’s important to have snacks along the way.
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Note: This article is part 3 of a series. Previous installments are available at
How to Do Press Trips Right: Best Practices for Media, PRs and Wineries
Reflections on Recent Press Trips: A Publicist Weighs In
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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
