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PR 101,PR Advice,Public Relations,Public Service Announcement,Wine

Promoting Wines I’ve Never Tasted ~ Yeah, Right

This is a Public Service Announcement:

I just got another one of those E-Mails.

Dear Friends,

It would be greatly appreciated if you could help us spread the word about our new Pinot Noir Rosés. It’s our third Pinot Noir release, but it’s the first time we’ve made it as a Rosé, and we’re pretty excited about it.

I also just read another wine blogger’s entry:

“‘It would be great if you could spread the word to your audience about our wine.’ That I’ve never tasted. No. Just no.”

A wine writer responded: “I had an editor once who asked me, ‘So, when you review a book, do you actually read the whole thing?’ People are amazing, and usually not in the good way.”

Dear winery media people:

If you’re going to ask someone to spread the word, and that person has a reputation to protect, he or she will not recommend your wine if you’ve not sent a sample of it.

Here’s the deal… You don’t even have to send a sample; however, you should suggest that a sample of that wine is available for review. If the writer is interested, she or he will ask for you to send it along.

Again, I ask, “How can I promote a wine I’ve never tasted?”

I’ll now be sharing with with queries, with this message…

In the interest of time, I’m providing this link to you. Being both a wine publicist and a wine blogger has taught me more than ever. This article can also be shared with your clients, so they know what you’re up against.

And, it’s also a convenient place to store the above verbiage, in the interest of time…

4 Responses to “Promoting Wines I’ve Never Tasted ~ Yeah, Right”

  1. It is silly, isn’t it, for the PR people to expect a writer to say nice things about a wine they’ve never had. It smacks of desperation: the winery doesn’t want to pay for samples, but they need publicity, so they pull a Hail Mary and pray. I still get emails every day, even though I’m retired. Yesterday, I had a call from a third-party wine company (they don’t make wine, they sell other people’s wine) asking me for advice on how to promote their wines. I said, “If there was a magic bullet, everyone would know it, and it wouldn’t be magic anymore.” The bottom line is the same as it’s ever been: Focus on quality. Go for critical endorsements. And have a good story!

  2. Rich Mauro says:

    Thanks for the post, Jo. I have had many such solicitations. If they don’t offer a sample, I usually ignore them. Sometimes I ask if they provide samples. I also am careful to make it clear I only promise to taste the wine, not to review it. Several times I even have been asked to explain to a P.R. person why I didn’t review the wine. Thankfully, there are a lot of good P.R. people out there who don t behave so unprofessionally.

  3. Jo Diaz says:

    All good points, Steve. It’s so simple. Would anyone talk about a solid food product that s/he has never tasted?

  4. Jo Diaz says:

    I have to explain to anxious wine brands, Rich, who do want instant gratification, “I review wines, and brands still have to wait up to three months for me to get to it.” It’s not what we want to do. It’s just how it works, with so many distractions.

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