Dena Roché is a wine and travel journalist and wine educator. She’s always on the hunt for great new wines, winemakers and regions to showcase editorially and in her corporate and private wine events company, Vin Roché.
How did you come to wine, and to wine writing? Why write about Wine?
As a travel journalist, I spent plenty of time being hosted over food and wine. I was intrigued by how a Pinot Noir could be so different in Burgundy than it was in California. My interest was piqued, and I went down the rabbit hole of wine. For me, wine is part of a larger story. It’s a story of place and people. Wine drives conversation and connection in a world that is sorely lacking in both. I hope my writing motivates someone to try a new wine, start a conversation or visit a new place.
What are your primary story interests?
I like telling the stories behind wine, about the history of the winemakers or the brand. I also enjoy sharing wine regions with my readers.
Is it possible to make a living as a wine travel writer today? If so, how have you succeeded?
Honestly, I don’t know many journalists who are ONLY a wine writer or travel journalist. Unfortunately, the industry makes it nearly impossible to earn a living wage as a freelance journalist. Most writers I know wear many hats. The transition in media helped me make the decision to launch Vin Roché, my company that does corporate and private wine events. I still tell stories, just out loud rather than on paper or screens.
What would people be surprised to know about you?
I’m a former college tennis player, and my dream was always to be a tennis writer. I interned for Tennis Magazine and even got to cover Wimbledon and a Davis Cup match as a freelance journalist.
What is one thing you’d like your readers to learn from your writing about wine?
That wine is all about enjoying life. It’s not snotty, it’s made by real people and it’s a great way to immerse yourself in a new place. You can armchair travel the world simply by uncorking bottles from different places.
What’s the best story you have written? Please provide a link.
This is like asking a writer to pick her favorite child! But I do like how this recent piece for Food & Wine about the relatively unknown Cerasuolo d’Abruzzo turned out. https://www.foodandwine.com/cerasuolo-abruzzo-italian-rose-11865604
Can you describe your approach to wine writing and/or doing wine reviews?
I usually approach writing to first tell a story about a region, an unusual varietal, or a really cool backstory about the winery or the wine. I’m less about the technical aspects of a wine and more about the story of where it comes from.
How do you develop and collaborate with sources for story ideas?
I usually find sources through my network or by working with a publicist. Collaboration can be as simple as an appointment to visit a property and sample their wines.
Do you consider yourself an Influencer? What’s the difference today between a writer and an influencer in your opinion?
I consider myself a journalist, not an influencer. I would say the difference is in training. I went to J-school and learned the principles of journalism and crafting a story. The influencer world isn’t rooted in objectivity or even in writing. It’s much more like an advertisement than earned media coverage. Both can have their place, but to think they’re the same is a misnomer. I do post the articles I write to try and maximize their reach.
What are your recommendations to wineries when interacting with journalists?
Understand that as the writer, we can’t guarantee publication because we don’t own the publication. Also, the entire point of us wanting to see your winery or try your wine is to find the story. I don’t know what to pitch to an editor before I experience it. The best stories are the ones we uncover through first-hand experience.
What advantages are there in working directly with winery publicists?
I’ve had great success working with winery publicists. They help me arrange trips, samples, interviews and provide other assets I need to develop the best story possible.
Tell us about Vin Roche’ your wine tasting event business. With Vin Roché I’m able to share a wine experience directly with my clients. I host corporate wine events, which are customizable wine tastings and wine dinners, as well as fun team-building games like blind tastings. I also do private wine tastings and dinners. There are as many themes as there are varietals of wine and I can work with clients wanting to spend $20 a bottle to those that want to spend thousands. My events are designed to promote conversation, connection and fun.
If you take days off, how do you spend them?
My husband is from Europe, and we go there each year. I’ll admit I’m exploring new wine regions for stories, but since I love what I do, it doesn’t feel like work.
What is your most memorable wine or wine tasting experience?
The one that comes to mind first is when I was on a press trip, and we were taken to Stellenbosch by South Africa’s top sommelier.
What’s your favorite wine region in the world?
Another hard-to-answer question, but I do love the Burgundy area.
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
