Pressing Issues

As part of regular marketing and promotional campaigns, it’s important to send out press releases to newspapers, magazines and bloggers. Journalists and bloggers get a lot more press releases than they can ever publish – and many of these releases are very similar and have little or nothing to differentiate them. The press releases with the least chance of getting published are the ones sent out about a new wine release.

This was brought to light a couple of months ago in a very funny blog post by Leah Hennessey, owner of Millennier Inc.

“ Napa, CA – In a stunning turn of events this morning, a Winery has publicly confirmed that yes, they are indeed releasing a Wine. Rumors began earlier this week, when a press release was sent to a select few in the know from a third-party source announcing that the Winery would be taking action. This announcement sent sparks flying through the industry, suggesting not only that the forthcoming Wine was picked as grapes, fermented, aged, and then bottled, but also was apparently quite an undertaking as it required “a thorough understanding of the winemaking process.”

The Winery, founded specifically to accomplish this feat, confirmed that the rumors were indeed true just this morning. Further digging uncovered the fact that not only would the Wine be released this year, but that it has, in fact, been released every year in recent memory. The Wine costs over $100 and according to the winery is totally worth it.”

Obviously this is all tongue in cheek but Ms. Hennessey illustrates a good point. There is nothing different, unusual or unique about a new wine release. Every winery has new wines, every year. Multiply 7,000 virtual and bricks & mortar wineries in North America by the number of wines made by each (let’s conservatively say eleven) – and you have somewhere around 77,000 new wine releases each year. My estimate is low and doesn’t take into consideration all the wines from Europe, Australia, South America, etc. being brought into Canada and the U.S.

I am a big believer in sending out press releases and encourage you to do so. I also encourage you to let your visitors and customers know about your newly released wines, but do it through emails and your website as, unless there is something very different about the wine itself or the winery, you won’t find this type of release in any newspapers or magazine.

A tip of the glass from me to you!


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