How to Optimize Your Wine Brand ~ A Press Junket Punch List

As promised, a constructive follow-up from an earlier post, Keep On Trucklin’ – Press Junkets in the Age of Disruption.

If you are a winery owner or a winemaker, here are some simple suggestions for you when pondering over sponsoring a wine junket for journalists/bloggers/micro bloggers, whether it be to Italy, South Africa or California’s Central Coast, etc.

First thing that I’d suggest is to consider why you are inviting strangers into your home. Are you trying to grow your brand? Increase your brand awareness? Throw some marketing money at the wine in the hopes it will differentiate you from your neighbor? You want it to stick, yes?

Keep On Trucklin’ – Press Junkets in the Age of Disruption.

Recently, I was invited to come to Italy for a visit, all expenses paid. I politely declined for personal reasons. A few weeks later I was invited to come to California, all expenses paid. Again, I turned it down, stating, “I am not really writing regularly about California wine and so, I think it would be disingenuous for me to accept a press trip offer.” I am not against press trips or junkets, per se. I do believe though, that the current structure of press trips/junkets is sorely in need of an overhaul.