The importance of storytelling in the wine sector
Kristen Reitzell, SVP Communications & Digital Marketing at Jackson Family Wines, identifies the most important social media platforms for US consumers and how to use them effectively to expand your business, from content creation to amplification (advertising) and community management. In this podcast episode, available today on Vinitaly Plus, the importance of an effective social media channel for large and small brands and the value of significant and impactful content to tell a story are emphasized. Offering step by step advice on how to optimize content creation for a US audience and how to work with influencers, this session is an invaluable tool for wine industry professionals with an interest in the US market.
Take ownership of your communication channels
Kristen Reitzell places particular emphasis on the importance for companies of taking ownership of their channels of communication. By actively managing their social media accounts, wineries achieve complete control over the message they wish to communicate. In this way, they can shape the brand image precisely and in accordance with their corporate identity. The publication of targeted and coherent content allows them to convey clear messages focused on the distinctive elements of their products, telling unique and engaging stories. Furthermore, the internal management of social media profiles offers companies the ability to promptly respond to criticism or comment and engage with online dialogue. Full ownership of social accounts can be a powerful tool to shape how a company is perceived and understood by the public.
Kristen Reitzell
Kristen Reitzell is Senior Vice President of Communications and Digital Marketing for
Jackson Family Wines. Kristen manages all aspects of the company's communications strategy, overseeing corporate and family communications, as well as public relations and digital marketing for the global portfolio of wineries in California, Oregon, France, Italy, Australia, Chile and South Africa. In her 10 years at the company, Kristen has managed media and industry relations, overseen strategic communications for numerous product launches and estate openings, fostered partnerships with other brands, and led international PR campaigns. Kristen also oversees the company's digital marketing and e-commerce team, a function she helped develop to build an infrastructure that reflects the ever-changing digital landscape.