Story-Driven Winemaker Interview Project Helps Make Wine Memorable
Portland, Ore. – Long-time winery publicist Carl Giavanti launched Wine Characters one year ago – with the intention of celebrating true character – in both wine and the people behind it. The three-question interview format highlights unforgettable winemakers, wines, and the stories that make them unique.
Giavanti reports a strong response from wineries, with over 125 interviews published from winemakers in 10 countries and many U.S. wine regions. One flagship wine is reviewed and tied to each interview.
“Fine wine may be commoditized, but people? Never. It’s our stories that keep us alive. Wine Characters gives small to medium sized producers a compelling new way to get their brand stories out there in the media, and ultimately to gain visibility with new followers and customers.” says Giavanti.
The project highlights the trend toward supporting “Maker” brands versus corporate “Branded” wineries. Increasingly, consumers today want to buy the whole package, not just the juice. Story-driven wineries can offer approachability, context, authenticity and direct access to experiences.
Giavanti is leveraging his 16 years of relationships to collaborate with key players in the industry, including PR Agencies, International and Domestic Winery Associations, Event Managers, Regional Travel and Destination Marketing Organizations.
Wine Characters interviews include questions about the winemaker and winery brand designed to generate story ideas for writers, and include website links and contact information. For more info, read the Media FAQ. Interviews are distributed monthly by newsletter to a database of 2,000+ wine media.
“This is a passion project for me – a small contribution or ‘give back’ to the wine people I know. Wine Characters is both a useful source of story ideas for the wine media, and helps nudge winemakers out of their oenological comfort zones and into storytelling, which is what I believe matters most.”
About Carl Giavanti Consulting, LLC:
Wine Characters is a not-for-profit project of Carl Giavanti Consulting. Carl Giavanti is the owner, sole proprietor and consulting publicist. The agency launched in May 2009 and recently celebrated 16 years of DTC marketing and winery PR. Clients are or have been in Napa Valley, Willamette Valley, Walla Walla, Columbia Valley, and the Columbia Gorge. (www.CarlGiavantiConsulting.com/)
