Wine PR: Stephanie Teuwen, Teuwen Communications

XChateau is a podcast about all things wine, from vine to your glass. We tackle the business of wine and keep you up to date with new and exciting developments in the wine industry.In this episode, Robert Vernick and Peter Yeung interview Stephanie Teuwen, President and Co-Founder of Teuwen Communications, an award-winning, PR agency focused on food, wine, and spirits.  We discuss what a PR firm does in wine, how wine PR differs from other consumer brands PR, and the business model of PR. Other topics covered in this episode include:Stephanie’s background - in restaurants, from Provence, FranceFounded Teuwen Communications, splitting from a larger PR firm, to support a single restaurantGoals of a PR firm - build and expand awareness; support sales (PR efforts need to go back to the bottom line)Scope of PR effortsEarned mediaThe PR firm is a strategic storyteller to journalistsWritten, video, podcasts, audioBuild relationships with media, work as a team with journalists70% of the press is driven by media and public relationsWritten publications often plan out 6 months in advanceMajor wine magazines - have a core base that reads them, but pivoted to move a lot of content online, important for tradeGets ~100-500 articles / year for clientsInfluencer marketingInfluencers need to have a true voiceVoice should resonate with their audienceInfluencers important to democratize wineAdvertising - Often to amplify the voices of other effortsEvents - both virtual and in-personMeasuring sales and PR impact - through traffic and sales on the website, anecdotes from customers, how the brand is portrayedThe difference between wine PR and non-winePassion for the productWine knowledge, highly technical - often have wine certificationsDon’t work with celebrities - a different area of PRWineries need good distribution (either direct-to-consumer or trade) to make PR investment worthwhileBusiness model - min investment ~$50-60,000 per yearCampaign example - Wines of Alsace - “Alsace Rocks”Trying to engage with a younger audience360 campaign - trade, events, influencer marketingThe client now rolling out globallyIf you loved this episode, we would love for you to subscribe, rate, and review on iTunes or wherever you get your podcasts. Until next time, cheers! Hosted on Acast. See acast.com/privacy for more information.