We just launched this September and I'm proud to say have already generated strong media coverage. Below are four factors in addition to serving excellent wine made with a passion at the proper price (which is simply the price of entry into our crowded market):
1. The family's willingness to participate in media events and host journalists at their property. This of course requires a commitment of time and resources, but as one of my wine PR mentors, Ed Schwartz, used to say: "There are three ways to get press -- a meeting with a PR person, a meeting with an owner or winemaker, or a meeting at the property." Not being regularly available to host and regularly meet with media on their turf drastically reduces your chances of achieving recognition.
2. The family's willingness to tell their story more broadly. For example, during the property lunch we served two vintage Argyle sparkling wines and a 1987 Knudsen Erath Pinot Noir in addition to the wine the family was releasing, 2012 Knudsen Pinot Noir. Page spoke about the property's history and links to other great wineries in the area more than the one wine currently available for sale. It's just not as interesting to journalists to taste one wine or hear one angle during what is for them a large commitment of time. I learned this skill on a very large level working with the Symington Family of Portugal for five years -- they created a multi-city Vintage Port Tour bringing together their own competition to tell their region's story.
3. The family's investment in marketing to ensure that their brand presence underscores the quality of their wine. It is very difficult for us to speak with media about how special a brand or property is when the company's online presence is lacking. A winery's website simply must use intriguing imagery and contain the simple tools that help media do their job -- a well told story, wine details and contact information.
4. Good old fashioned thank you notes. We all like to hear please and thank you, and not making time to thank journalists for attending and covering events is a big no-no. Page personally thanked every person who attended her media lunch and is quick to write notes each time coverage appears. We do this as a matter of course for our clients, but it's always nice to have a note come from an owner or winemaker.
5. Making wine available for media samples. This conversation began when we were discussing allocations as it's important that new brands both account for media and library samples. Promoting a wine without offering members of the media the opportunity to taste it is like asking a restaurant critic to rate an establishment without giving him access to the food.