How to navigate the new wave of wine media?
The 2023 wine2wine Business Forum session, hosted by Christy Canterbury MW, provided an in-depth exploration of the emerging topic of new media. Now accessible to Vinitaly readers, this session offers crucial insights for Italian wineries seeking to navigate this intricate domain.
Trust in journalistic reporting
In today's rapidly evolving media landscape, wineries must adapt to new paradigms to effectively engage their audiences. A fundamental aspect highlighted by Christy Canterbury was the importance of trust in relationships with journalists. Wineries are advised to never review journalistic content before it is published, as the foundation of a successful relationship with the media is based on trust and respect for journalistic integrity.
Furthermore, it is clear that modern consumers prioritize experiences over simple accolades, and this shift highlights the need for wineries to create compelling narratives. Both written and visual stories have proven to be more influential than statistical data, capturing the public imagination and fostering a deeper connection.
Create memorable messages
The speaker also highlighted the value of memorable and quotable statements. These eye-catching statements not only improve the visibility of a winery's message, but also have a deeper resonance with the public. Transparency and honesty were highlighted as vital components of effective communication. Openly acknowledging the negatives can build credibility and trust, bringing readers closer together through authenticity.
Additionally, wineries should remember that all media interactions are considered “on the record”, unless otherwise explicitly stated. This understanding ensures that communications are always thoughtfully and strategically crafted, maintaining professionalism and integrity in all public engagements. By embracing these principles, Italian wineries can better navigate the complexities of the modern media landscape, fostering stronger connections with both journalists and consumers.
Christy Canterbury MW
Christy Canterbury MW is a Contributing Wine Editor for The New Wine Review and was the seventh woman in the United States to earn the title of Master of Wine, winning the Villa Maria Award for outstanding performance on the viticulture exam. Her corporate clients include Microsoft, IBM, Cisco, Rackspace, Fitch Ratings, Mitsubishi UFJ Financial Group and Business France. She is the jury president at the International Wine Challenge and has appeared on Wine Masters TV, FOX Business and Chief Wine Officer events. She received “Online Wine Communicator of the Year” at the Roederer Awards and has written for Wine-Searcher, Decanter, Wine Enthusiast, Huff-Post, TimAtkin.com, SevenFifty Daily, Edible Green Mountains and FICOFI. She was Consulting Editor of the GOURMAND AWARD winning book, Rock and Vine, and Italian Wine Editor for Sunday Pasta, Garrubbo Guide and Professional Wine Reference. Christy has redesigned wine lists for Loch Lomond Golf Club, Gordon Ramsay at The London and Ilili. Previously, she was National Beverage Director for Smith & Wollensky Restaurant Group and Global Beverage Director for Culinary Concepts by Jean-Georges Vongerichten, as well as leading purchasing for New York-based Italian Wine Merchants and Zachys, while also working in the operations function of the Hong Kong office.