How Do I Get My Winery in the Press?
Getting your winery noticed by journalists and editors isn’t just luck—it’s about strategy, storytelling, and knowing how the media works. Whether you’re a boutique vineyard or a growing tasting room, securing press coverage can elevate your brand, attract visitors, and boost sales. Here’s how to make it happen.
1. Know Your Story
Journalists aren’t interested in product catalogs—they’re looking for stories. Think about what makes your winery unique:
Are you a woman-owned or family-owned operation?
Do you focus on organic or sustainable winemaking?
Do you have a standout wine region or a unique tasting experience?
Do you have NA options? Or unique packaging formats?
Do you use unique grapes?
Your story is what hooks reporters, not just the wine itself.
2. Target the Right Media
Not every travel, lifestyle, or wine outlet is the right fit. Build a media list that includes:
Local and regional newspapers and magazines
National wine and lifestyle publications
Online blogs (Substacks!) and newsletters that cover wine, travel, or food
Influencers and content creators whose audience matches your brand (have a budget set aside for these paid collaborations).
Tailoring your pitch increases the chances it will get read and acted upon.
3. Craft a Compelling Pitch
Your pitch should be concise, engaging, and journalist-friendly. Include:
A clear subject line that grabs attention
A brief explanation of your winery and what makes it newsworthy
High-quality photos and tasting notes if relevant
An offer for interviews, tastings, or press visits
Always focus on what’s in it for the journalist—unique angles, trends, or experiences their readers will love.
4. Leverage Awards and Events
Recognition helps credibility. If your wines win awards, participate in festivals, or host unique events, use these as hooks for media coverage. Journalists love covering accolades, seasonal events, and stories with a visual element.
5. Be Ready for Coverage
Once you get attention, make it easy for journalists to feature you:
Maintain high-quality photos and press-ready information
Be responsive and professional in all communications
Share coverage on your website and social channels to show engagement
6. Consistency is Key
PR isn’t a one-time effort. Building relationships with journalists, pitching seasonally relevant stories, and staying visible will pay off over time.
Bottom Line
Getting your winery in the press is less about “knowing the right people” and more about telling a story people want to share. By defining your story, targeting the right media, and pitching strategically, you can turn your winery into a media darling.
Pro Tip
Collaborate with a PR professional who knows the wine and travel media landscape. A small investment in strategy and outreach can deliver national exposure that drives visitors and sales.