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Winery Newsletter - Direct to Consumer, Online Marketing & PR   
Summer News 


I recently had my 5 Year Anniversary in the wine business, and like many of you, I now understand what a journey that can be. Years of wine appreciation does little to inform what it takes to make a living while helping wineries market and promote their brands. I'm humbled by the breadth and depth of knowledge required to be successful, and I realize more than ever how no-one in the wine industry is truly an "expert" any more, not really.

For the Summer edition I hope to bring the importance of "Branding" to your attention. In my opinion, the vast majority of small producers are using the same tools and approaches to building their brands and selling wines. Your brand position and messaging needs to be the differentiating factor in your success, or you will struggle in this very competitive environment. Please read my article below to consider "What is Your Brand?"

We also have a contribution from my PR Partner Alan Goldfarb, a long time national wine writer and now self-proclaimed "Wine Flack" (wine publicist) . Take a look at his article below about "Original Critical-Thought Wine Writing" when you consider which wine writers to target and connect with.

Interested in discussing your winery business? Call or email me. You can also find info on my website. Most of my clients are referred by other wineries, so feel free to share this newsletter and my contact information with colleagues you know who may be interested.

What is Your Brand?  

 

The Importance of Branding and Messaging for small wine producers

 

Branding exercises are not fun. There... I said it. Not doing them can be fatal, particularly in today's competitive environment. Not having a clear sense of your winery's identity, position and target customer is equivalent to starting a meeting or conversation without making introductions. Without doing the difficult brand identity work (essence, philosophy, position, point of difference, brand promise and proof, and the stories to support these), you are communicating without point of reference and your messaging may not resonate; in fact, may not connect with anyone at all.  Click here to read the entire story. 

PR & Media Relations with Alan Goldfarb
Alan Goldfarb
Long time wine writer  Alan Goldfarb have been working together for two years in winery public relations. We currently have winery clients in both Willamette Valley and Napa Valley. Our services include media outreach and communications for small producers only, who seek a presence in out of state markets and national and regional recognition for their wines. Alan has been writing for 25 years and for over 50 national and international publications.

Click here to read his article "Original Critical-Thought Wine Writing" article, and why it's imperative to your brand.

You can also read his latest article for Grape Collective Magazine. Alan interviews Randall Grahm of Bonnie Doon in a breaking news update with Randall sharing his thoughts on a long career in the wine industry.
Making great wine today is merely the price of entry. The question is whether of not you have created enough points of difference to distinguish your brand. You should know that I don't charge for initial consults, if you buy the coffee! I hope to have the opportunity to meet you.

 

Sincerely,

 

Carl Giavanti
Carl Giavanti Consulting, LLC
In This Issue
The Importance of "Branding"
"Ask about PR" with Alan Goldfarb
About My Services

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Carl Giavanti Consulting Logo
I've worked with over 45 wineries in the past five years in the industry. My focus is selling wine Direct to Consumer, Online marketing & PR. Click here to find out more about my specific consulting services and marketing background.
Carl Giavanti Consulting, LLC is a specialty consulting practice setup to work with small producers. All services are focused on the communications and marketing required to sell wine 'Direct to Consumer'.