Susan Kostrzewa is a veteran wine writer, editor, global educator and the founder of Resplendent Ink, a content strategy consultancy specializing in storytelling and communications in the wine space. Her professional focuses include women in wine; next-gen wine consumers; sustainability and climate change solutions for the wine industry; wine travel; and the intersection of wine and popular culture.
Kostrzewa is the former editor-in-chief of Wine Enthusiast Media, has co-authored numerous books on wine, food and travel, and was previously named one of Wine Business’ Top 50 Most Influential Leaders as well as a Top Woman in Media by Folio Magazine. Kostrzewa is a former consulting editorial director for JamesSuckling.com and JancisRobinson.com, and has contributed articles to JamesSuckling.com, Food & Wine and Wine Business Monthly, among others. She is also a wine travel educator and co-host of global consumer tours with Gunnell Innovation. Finally, she serves on the executive board of directors for the New York chapter of Les Dames d’Escoffier, a worldwide organization providing advocacy, education and support to women in wine, food and spirits.
How did you come to wine, and to wine writing? Why write about wine?
I was originally working in California as a global travel writer, and inevitably, readers wanted to know about what to eat and drink on their journeys. Living in Marin County, I had close access to wine country and started tasting at Russian River wineries like Rochioli. I was hooked, and it made professional sense to learn more. This was in the early aughts and wine interest was growing, but the industry needed fresh and relatable perspectives. My timing was good and lucky!
I write about wine because it’s not only a sensory pleasure, but also connected to the culture, personalities and history that I love, and that I think are so compelling to readers with a curious and intrepid mind. It ticks all of the right boxes.
What are your primary story interests?
I’m always interested in people in the industry who are pushing boundaries, either by the inventive practices they are employing, new ways of targeting and communicating to growing consumer markets, or just representing change in the industry by who they are.
How do you balance Resplendent Ink, your consultancy, with wine writing?
My workload balances editorial assignments and/or consulting with media outlets, public speaking for trade shows, running consumer events for festivals, paid work for tour operators like Gunnell Innovation (both co-hosting and planning wine menus for meals) and occasionally (though not as common now), consulting with wine companies on trade and consumer communications. I also keep very busy on the board of three women’s nonprofits. Where I can synergize my contacts and projects without conflict of interest, I do so. But especially with any editorial work I do, I’m very serious about keeping these channels separate and am very transparent with all involved about how I work and what to expect/not to expect. So far I’ve had no pushback and complete respect for my way of working.
Have you been a staff columnist or freelance? What are the advantages of both?
Most of my career experience prior to founding my consulting business was full-time. I worked as a full-time editor and writer for magazines for decades, though I did work on a few freelance projects between full-time gigs at times. But there are definite benefits to both. As a full-time person, you can be totally focused on the job and really dig into it in a committed and serious way. As a freelancer, you necessarily are pulled in more directions and limited by the contract or scope. That said, you also have freedom to choose with whom you work and what you do. The latter has been very exciting for me and allowed me to branch into specific areas that interest me, such as wine and travel. It keeps me interested and engaged.
What would people be surprised to know about you?
Wine was never a focus of mine as a young person breaking into writing and publishing. It was a complete detour that became a fantastic career. In fact, I seriously considered becoming a professor of literature before I committed to publishing. Meeting my now-husband at a crossroads in my life brought me to California, where I embarked on a magazine career, and the rest is history. So don’t be afraid to abandon your career plan. Being flexible and open is how I ended up where I did.
What haven’t you done that you’d like to do?
I started a fictional novel when I first moved to New York — all based on the characters I was encountering in the city — and life and career distracted me. I’d love to finish it. I have about 1,000 pages of writing that need to be edited!
What is one thing you’d like your readers to learn from your writing about wine?
It’s a never-ending education and journey, and there is no real expert…we are all learning regardless of “level,” and that’s what makes it so intriguing, fun and collaborative.
What’s the best story you have written? Please provide a link.
Superlatives are problematic for me, but an article I loved writing and that people seemed to like a lot was a piece I did for Enthusiast on the young talent rising in Crete. This ticked a lot of boxes for me as far as what interests me and what I think is exciting in wine: next-gen and innovative winemakers, ancient varieties seeing a resurgence, women in wine, alternative winemaking practices, sustainability, emerging regions, and of course, Greece. https://www.wineenthusiast.com/culture/wine/crete-winemakers
Are you still actively writing about wine? If so, for whom?
I’ve just concluded a monthly interview series for JamesSuckling.com that launched in 2024, as well as publishing a recent piece for Wine Business Monthly. My recent editorial consulting gig with James was exclusive, so I’m just now branching back into writing for other outlets. Much of my overall work is back-end direction on editorial planning, but I also write. Stay tuned!
Can you describe your approach to wine writing and/or doing wine reviews?
I’m focused on making wine accessible without dumbing it down. I never assume people, even serious wine lovers, understand technical jargon or name-dropping, so whatever I do will be clear and quick to offer some context. You’d be surprised how many people feel compelled to pretend they know things they don’t. I’d like to take that pressure out of the mix. It’s not a competition. It’s supposed to be enjoyable.
Do you consider yourself an influencer? What’s the difference today between a writer and an influencer, in your opinion?
If we’re following the general meaning of “influencer,” then I think journalists and critics are absolutely influencers the moment they express an opinion or even in the subjects they choose to write about. But in the newer understanding of what an influencer is, I think motivation probably separates them. If someone is being paid to represent a product they’d not otherwise have sought out, they’re offering a different experience than a writer with some agency in what they highlight. I think I influence opinions in the work I do, so in the general sense, yes, I am.
What are your recommendations to wineries when interacting with journalists?
Don’t try to force-feed a story or angle. You shouldn’t try to over-engineer the messaging or fear if a writer sees something different in you for a story than what you hoped for. A good or conscientious writer or reporter won’t respond to any strong-arming, and you should also trust that they are trained in finding the new angles with the right information. Have faith in yourself…tell your honest story and let them find the nuggets. It will be better for you and the reader and probably create a more authentic bond with the journalist.
What advantages are there in working directly with winery publicists?
A good publicist will get to know what you need and bring the right stories to you. If they are willing to do the hard work of really understanding what you or the outlets you write for want, they can be a great and helpful ally. Sadly, many phone it in and don’t do the work. If you find someone good, rejoice! They can do some initial heavy lifting for you that is great.
Which wine personalities would you most like to meet and taste with (living or dead)?
I think I’d like to drink some Savatiano (ancient Greek variety used for retsina but now being made as a delicious still wine) with Aristotle, who was a known wine lover and who actively shared his love of wine with others.
If you take days off, how do you spend them?
I like to get outside and walk/hike in the forests and along the coast. I live right outside of the city in Fairfield County, CT. Or mess around on our property and attempt to grow things. Or head into the city and hit an exhibit at the Neue Galerie, Met or MoMA and have a glass of wine somewhere fun with friends afterwards.
What is your most memorable wine or wine tasting experience?
I’ve been lucky to experience many wonderful tastings, but one that really stood out for me in terms of the company, the wines, the history and the food was a fantastic Château Gruaud Larose tasting and dinner in NYC a few years back, where we paired vintages from as far back as the 1920s and through decades like the ’30s, ’40s and ’60s with exquisite foods. I loved how vibrant these wines were and loved talking with my tablemates about what was happening in the world in the years we tasted.
What’s your cure for a wine hangover?
I try to avoid those by making sure to eat with my drinks and drinking water with every glass. Otherwise, anything spicy and with a little grease, like Shakshuka!
Contact her at kostrzewasusan@gmail.com.
Carl Giavanti has been a Winery Publicist for over 15 years, and 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 journalist. Clients are or have been in Willamette Valley, Napa Valley, and Columbia Valley https://carlgiavanticonsulting.com/
Today, Carl is actively writing about his wine travel experiences for several publications. Check out his author pages here: https://linktr.ee/carlgiavanti
