If there’s one thing I have learned from years of working with wine producers, it’s this…
Great wine or even a new wine launch does not automatically lead to great media coverage.
Many producers pour their heart into the vineyard, the cellar, the wine, the bottle, and the label, but when it comes to telling their story publicly, they feel uncertain, overwhelmed, or simply unsure where to begin.
Whether you’re pitching to a journalist for the first time, or fine-tuning your own media presence, here are five considerations I believe wine businesses should be thinking about before starting to work with the media…
1. Know Your Story (and Why It Matters Right Now)
Wine is emotive. It’s sensory. It speaks of place, people, craft, history and culture. But too often, producers rely only on the wine to speak for itself. While it’s nice to enjoy the benefits of positive word of mouth, relying on the product to sell itself is often not enough amongst a heavily congested industry with dwindling consumers.
Before engaging with the media, be clear on the answers to these key questions:
- “What makes my wine and story different?”
- “Why does it matter/ why should anyone care?”
- "How does my wine and story connect to the wider world - i.e. is it part of a broader moment, trend, or industry shift?”
A compelling narrative is the difference between a journalist skimming your email and actually leaning into something that is really unique, endearing and special.
2. Be Clear on Your Audience
Not every publication, journalist, podcast or influencer is the right match for your business.
Ask yourself, WHO are you trying to reach, for example:
- Wine buyers / distributors?
- Wine bars and restaurants/ sommeliers?
- Direct local customers?
- National wine tourists?
- High net worth collectors?
- Sustainability-focused audiences?
When you know exactly who you’re trying to reach, your media strategy becomes more focused, more targeted, and more effective. It’s simply impossible to target ‘everyone’ well, so understanding and niching a small number of audience groups will allow you to create focused pitches and more effective relationships with the media that talk to these audiences.
3. Get Your Assets in Order
Great stories get lost every day due to missing or messy details. Get yourself organised so that you are ready for any incoming journalist requests, or if you plan to pitch a story.
Some of this is obvious, but believe me many small wine businesses don’t have half of these on hand:
- High resolution images (a mix of product, vineyard, team)
- Current, accurate product information
- Tasting notes
- Pricing
- A short business bio
- A simple press kit journalists can access quickly (i.e. a Google drive link containing images, press releases etc.)
The easier you make it for journalists, the better the relationship.
4. Understand the Media’s Needs
Journalists don’t need pages of information. They need top-line information, clarity, relevance, and immediacy.
They want:
- A clear, unique angle
- Timely relevance
- Human stories
- Quotes they can use
- Images that support the piece
What they don’t want?
Long, unfocused emails, hundreds of images to sift through, marketing jargon, or vague claims about ‘locally sourced’ or ‘premium quality’. They want the information they’ve asked for, and in the format they need it in.
They’re often working to tight deadlines, so efficiency and simplicity are key.
5. Be Ready to Follow Up
Media coverage isn’t a finish line, it’s an opportunity to be leveraged. For example, if you receive the exposure and coverage…
- How will you share this across social?
- Can you highlight it in your email newsletter?
- Does it deserve space on your website or in your cellar door?
- How can you use it to support trade relationships?
- Can it open the door to future features and opportunities with that journalist or media?
The value of coverage grows when it’s amplified.
For many wine businesses, engaging with the media can feel intimidating. But with the right foundations, understanding, and processes, it becomes a powerful tool for the visibility and positioning you need for your brand and business.
If you’re ready to feel more confident, prepared, and proactive in your media approach, my new mini masterclass, Working Effectively with the Media, breaks it all down into practical, easy-to-follow steps designed especially for small wine businesses.
Your wine business deserves more than a shelf in a cellar. It deserves to be seen and shared.
I’m Bronwen, a freelance wine, food and travel writer, a sub-editor, and a wine tourism marketing consultant. I host wine tasting events and co-edit wine books alongside working as a cellar door host at vineyards in the UK and Australia. Follow me on Instagram at @screwtopsandcorks.