• January 8 2026
• Category: eNews

If “Reframe the Narrative” is the theme, this track is where it gets practical. The 2026 Marketing/Public Relations breakout sessions focus on the stories, experiences, design choices, and media relationships that shape how consumers discover and connect with wine right now. From building modern agricultural storytellers to creating scroll-stopping brand worlds (and pitching smarter to today’s media), these sessions are built for anyone responsible for demand, reputation, and relevance.

Rooted in Story: The Need for a New Generation of Agricultural Storytellers

Tuesday, Jan. 27 | 9:00–10:00 am

Today’s consumers want to understand where their wine comes from and the values behind it, yet agricultural stories often struggle to break through. This session explores how growers, winemakers, and communicators can translate sustainability, regenerative practices, and day-to-day vineyard realities into compelling narratives that resonate with modern audiences.

What attendees will walk away with:

• Approaches for making agricultural stories more accessible and engaging
• Ideas for empowering growers and winemakers as authentic spokespeople
• Practical examples of storytelling that builds trust and relevance

Moderator: Jason Haas, Tablas Creek Vineyard, California

Speakers:

• Heather Daenitz, Craft & Cluster, California
• Morgan Twain-Peterson, Bedrock Wine Co., California

Pitch Perfectly: Building Better Bridges Between Public Relations and Wine Media

Tuesday, Jan. 27 | 10:15–11:15 am

With media landscapes changing rapidly, successful pitching requires more than a press release. This candid session brings together PR professionals and journalists to discuss what makes stories stand out, how to build productive relationships, and how to adapt pitching strategies for today’s mix of traditional media and digital creators.

What attendees will walk away with:

• A clearer understanding of what wine media are looking for right now
• Tips for crafting pitches that earn attention and coverage
• Insight into strengthening long-term media relationships

Moderator: Devin Parr, Devin Parr & Associates, California

Speakers:

• Katherine Jarvis, Jarvis Communications, Inc., California
• Averyl Mooney, Washington State Wine Commission
• Rebecca Toy, Freelance Writer, Kansas
• MaryAnn Worobiec, Wine Spectator, California

The New Rules of Attraction: Using Design to Seduce, Sway, and Snare the Right Wine Customers

Tuesday, Jan. 27 | 2:45–3:45 pm

From labels and packaging to digital platforms and physical spaces, design plays a powerful role in shaping first impressions. This session explores how thoughtful design choices influence perception, communicate authenticity, and help brands stand out in an increasingly crowded marketplace.

What attendees will walk away with:

• A clearer understanding of how consumers respond to visual cues
• Strategies for aligning design with brand values and audience expectations
• Real-world examples of design that drives connection and curiosity

Moderators:    

• Tyler Balliet, Rebel School of Wine & Rosé Mansion, New York
• Morgan First, Rosé Mansion, New York

Speakers:

• Jess Druey, Whiny Baby, California
• Tim Gatto, Gatto Rivera Branding, California

2026 State of Marketing: Bridging the Gap to Consumers

Wednesday, Jan. 28 | 1:00–2:15 pm

Consumer expectations are evolving faster than ever. This forward-looking session examines key marketing trends shaping 2026 and explores how wineries can close the gap between internal assumptions and real consumer behavior. Panelists will share insights on building strategies that feel authentic, responsive, and relevant.

What attendees will walk away with:

• A snapshot of emerging marketing trends and consumer shifts
• Guidance on aligning messaging with audience needs
• Practical ideas for strengthening engagement and loyalty

Moderator: Erica Walter, Email Mavens, Washington

Speakers:

• Kachet Jackson Bell, The Kachet Life & KJB Collective, Texas
• Evan Roscoe, EXTRACETERA, California
• Raquel Royers, Watch Me Sip, California

Wine AND? Niche Festivals & Experiences in Wine: Why They Work and How They Appeal to New Consumers

Wednesday, Jan. 28 | 2:45–3:45 pm

As competition for attention increases, wine brands are finding success by pairing wine with music, art, culture, and community. This session examines why hybrid events and niche festivals are resonating with new audiences and how experiential marketing can introduce wine in ways that feel inclusive, relevant, and memorable.

What attendees will walk away with:

• Insight into why experience-driven wine events attract emerging consumers
• Examples of successful nontraditional wine activations
• Ideas for extending brand reach beyond the tasting room

Moderator: Juliana Colangelo, Frederick Wildman & Sons, New York

Speakers:

• Stacy Buchanan, Blood of Gods, Washington
• Kate McManus, Far Niente Family of Wineries & Vineyards, California
• Jermaine Stone, Wine and Hip Hop, New York

Key Takeaways for Marketing & PR Professionals

Reframing the narrative starts with how the wine industry shows up, speaks and connects. These Marketing & Public Relations sessions focus on shaping perception through authentic storytelling, thoughtful design, meaningful experiences and stronger media relationships. Attendees will leave with practical ideas to reach new audiences, strengthen credibility, and communicate value in ways that feel relevant today — and resilient for what comes next.

Register now and be part of this conversation!