For many small wine businesses, marketing budgets can be limited. Time, resources, and team capacity are often stretched thin between vineyard work, production, hospitality, and sales.
Because of this, media coverage is sometimes seen as a “nice to have” rather than a key part of the marketing strategy.
But the truth is that press coverage can offer far more value than many producers realise. In fact, some of the most meaningful benefits are not always the most obvious ones.
Let’s explore the hidden value of media coverage and why it can play such an important role in building a wine brand, whatever the size you dream of becoming.
Third party endorsement builds trust
One of the most powerful benefits of media coverage is credibility.
When a journalist, wine writer or publication features your winery, it acts as a form of independent endorsement. Unlike advertising, which is much more obviously paid for, editorial coverage carries a level of trust because it comes from an external voice – it’s that quintessential sweet spot all brands look for – third party endorsement, or word of mouth.
For consumers who may not be that familiar with you or your brand, this kind of recommendation can be incredibly influential. A short mention in a respected publication, on a website or influencer's social media post can often carry more weight and create more impact than a larger paid advertisement.
Media coverage helps you reach new audiences
Another hidden benefit of press coverage is audience expansion.
Wine producers often communicate with the same core customer base via their mailing lists, cellar door visitors, and social media followers. Media coverage, however, introduces your wines and brand story to potential new customers who may never have heard of you otherwise.
This could include a wide range of people from new wine consumers, tourists, and other media outlets, to trade professionals, wine buyers, future investors and more.
Even a small feature can open the door to entirely new audiences and markets.
One article can create a 'pouring effect'
Media coverage rarely exists in isolation.
When a winery is featured in a publication, the article is often shared across multiple channels. The story may appear on the publication’s website, be shared on their social media platforms, or be referenced by other writers researching similar topics.
Wine businesses can also extend the value by sharing the article through their own marketing channels, such as newsletters, websites, and social media.
In this way, one piece of coverage can continue to generate visibility long after it has been published.
It strengthens your brand story
Media coverage is not only about promoting a specific wine.
It also gives producers an opportunity to communicate the wider story behind the brand. Journalists are often interested in the people, the heritage, innovation, and passion behind a wine business.
For small wineries in particular, these stories can be incredibly compelling. Sharing the authentic human side of the brand creates an emotional connection with readers and potential customers.
Over time, this storytelling contributes to a stronger and more recognisable brand identity.
It can support long-term business growth
The impact of media coverage is not always immediate, but it can be significant over time.
Articles, especially online features, often remain searchable for years, continuing to introduce new audiences to your wines and brand story. Journalists may also return to producers they have enjoyed working with, or previously featured when developing future stories.
This means that one positive interaction with the media has the potential to lead to multiple opportunities in the future. It’s very much quality over quantity – build a relationship, one journalist or influencer at a time, and allow it to flourish.
For small wine businesses looking to grow their visibility and reputation, these long-term benefits can be incredibly valuable.
A powerful tool that is often overlooked
Media coverage will not replace every other form of marketing, but it can complement them in powerful ways.
For wine producers with limited budgets, it remains one of the most cost-effective ways to raise awareness, build credibility and share their story with a wider audience.
The hidden value lies not just in the article itself, but in the trust, visibility and relationships that develop along the way.
And for many wineries, those benefits can last far longer than the initial moment of publication.
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.