Trade (Producers, Trade Organizations, Importers and Retailers)
For trade clients, including producers, trade organizations, importers and retailers, I write copy for print and digital catalogs, websites, e-newsletters and educational content. Technical or anecdotal, my writing conveys how work in the vineyard, winery or cellar ends up in the bottle. Serious, non-biased information on vineyard work and cellar practices is extremely important for the trade. Aside from listing technical specifications, it’s useful to explain how fermentation in stainless steel tank shapes the style and character of a wine versus fermenting in oak or concrete. I’ve created a wealth of content for importers Moët Hennessy, Frederick Wildman & Sons, Kobrand and Olé Imports.
Consumer
I’ve written for numerous mainstream- and wine-oriented media outlets, and profiled many producers and regions. I also include a clear sense of what the people in the winery—very often a family many generations old—value. The most powerful customer connections come from stories about people, a family history, or several generations, who have evolved within the context of a place. Nothing sells wine like a good story that’s truthful.
I have led memorable and successful tastings and dinners.
Video
I was Technical Advisor on a DVD produced by the Vibrant Rioja campaign in the U.S. for the Culinary Institute of America. Rioja’s CRDOCa (Consejo Regulador), the wine region’s governing body, has distributed this disk in over twenty countries. For Frederick Wildman & Sons, I produced marketing videos for Champagne Pol Roger that were distributed to Wildman’s national import sales managers and distributor reps across the U.S.
Classes, Tastings and Lectures
I have taught classes, tastings and lectures to trade and consumer audiences of 10-120 attendees. These events are typically part education and part marketing, with the goal that either a trade or consumer audience will take away better knowledge on which to base informed buying decisions, and to hopefully incorporate wine and spirits into a healthy lifestyle. Wine is a topic that I’m passionate about, so one goal I have when presenting to any group is to make the event fun as well as informative.