The best way to get to know a wine is to taste it. Another way is
to talk about it. The wine industry relies on the ability of wine
communicators to persuade consumers to taste, but today’s wine
lexicon
falls far short of its objectives.
For starters the vocabulary is heavily Eurocentric, reliant
on metaphor and analogy unfamiliar to swaths of global wine
lovers and curious newcomers. It also tends toward
absolute pronouncements: “this wine is this” versus “this
wine feels like this.” Formal wine education reinforces these
protocols, perpetuating them for new generations of wine pros.
The ever-popular numeric score says precisely zero about a wine’s
aesthetic impact—even though that’s sometimes all you see. The
net effect is both intimidating and gatekeeping to new wine
drinkers, alienating them at a time when the industry tries to
address its shrinking footprint.
In this panel, we’ll explore strategies to transform wine
discourse to make wine feel more inclusive, diverse, and
accessible.
Do you ever feel as though you are throwing lots of stuff at the
wall and just seeing what sticks when it comes to PR and
marketing? Do you sometimes hear media buzzwords and wonder how
to keep up in a world of constantly changing communications
tactics? You are not alone! Even seasoned pros need to get back
to the basics from time to time.
In this session, we will break down the major types of
communications, from paid, to owned, to earned media, and explore
how these mediums can be used to tell the story of you, your
wines, your winery, your grapes, or your brand. We will define
key pillars of public relations, social media, and influencer
marketing and learn from top pros who are effectively leveraging
these marketing tools for their businesses.
We will explore topics like:
How and when to use wine influencers and how to ensure you
are getting proper ROI when partnering with them.
What is PR and what does a smart public relations program
look like.
How to build your social media strategy.
What are the rules and regulations surrounding the promotion
of wine through media.
How to realistically track ROI on communications programs.
We will leverage case studies from a team of professionals in PR,
marketing, social media, and influencer relations, to uncover
best practices when it comes to creating powerful and effective
PR and marketing programs that not only drive awareness, but
sales.
*Session receives 1 CEU: Professional Development -
Leadership Skills, Meeting Facilitation
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Caution!
The Unified Wine & Grape Symposium (UW&GS) encourages you to
exercise caution for any solicitations for discounted hotel rates
or directory listings which often include advertising
solicitations. There are many show directories that target
attendees, sponsors and exhibitors from other shows including
ours. These solicitations are often mailed and appear to be from
the Unified Symposium, CAWG or ASEV and they are not.
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