For many wineries and wine businesses, media coverage can feel unpredictable.
One month an influencer and a journalist might reach out with a question or request, and the next it’s complete silence. It can leave wine producers wondering how some wineries seem to appear regularly in articles, while others rarely receive an enquiry from the media.
Often the difference comes down to one simple thing: Trust.
Journalists rely heavily on sources they know will be helpful, responsive and reliable. Once that trust is established, they are far more likely to return to the same producers on a regular basis for insights, quotes or recommendations.
The good news is that becoming a trusted source for journalists is not about having the biggest vineyard or the most famous label. It is usually about how you communicate with the media and the experience you create when working with them.
Understand what journalists actually need
Journalists are constantly looking for useful information, interesting perspectives and reliable quotes that help bring their stories to life.
In the wine world, this might include insight into harvest conditions, sustainability practices, regional trends or the human stories, the ups and downs behind a vineyard.
When producers are willing to share their knowledge clearly and openly, they quickly become valuable contributors to those stories.
Being helpful and informative not only supports the journalist, it also helps position your winery as an authority within your region or category.
Respond quickly and professionally
Speed matters in the media world.
Many journalists are working to tight deadlines and may only have a short window to gather information before an article goes to print or online publication.
A quick, thoughtful response makes a strong impression. Even a short reply acknowledging the enquiry and confirming when you will send more information can help build confidence.
Over time, journalists remember the producers who are easy to work with, quick to respond and reliable when they need information.
Make their job easier
Another way to build trust with journalists is by making their work easy.
Clear background information, strong, high resolution images and concise answers to questions can save valuable time during the writing process. If a journalist knows they can rely on you for accurate information and useful resources, they are far more likely to return in the future.
In many ways, working with the media is about collaboration. The easier you make the process, the more positive the experience will be for everyone involved.
Share your story with authenticity
Journalists are not only interested in the technical aspects of wine production. They are also looking for stories that connect with readers.
The challenges of running a vineyard, the history behind a family winery, innovations in the cellar or the passion that drives a producer can all form compelling narratives.
Authenticity plays a big role here. When producers speak openly about their experiences, successes and even the occasional challenges, it helps create a more engaging, relatable, human story.
A small example from my own experience
I remember once reaching out to a producer while researching a feature about emerging wine regions. I had contacted several wineries with a few questions about the vintage and local growing conditions.
One winery replied within a few hours with thoughtful answers, a short background note about their vineyard and a selection of high-quality images I could use if needed.
Not only did their comments make it into the article, but I also kept their details for future pieces. Since then, they are my go-to when I need information, and have appeared in several stories simply because they were helpful, responsive and easy to work with.
That is often how these relationships begin.
Building relationships over time
Becoming a trusted source for journalists does not happen overnight. It is usually the result of consistent, positive interactions over time.
When producers communicate clearly, respond promptly and share genuine insights about their wines and region, they naturally become valuable contacts for writers covering the wine industry.
For small and medium sized wine businesses, these relationships can be incredibly powerful. A trusted source is not just someone who appears in one article, but someone journalists return to again and again when they need a knowledgeable voice.
And sometimes, those conversations lead to opportunities that extend far beyond the original story.
Take a look at Chapter 1 of my Mini Masterclass on ‘Working Effectively with the Media’ to gain more tips and insights into Managing Media Requests.