Longtime wine writer Alan Goldfarb and wine marketer Carl Giavanti have announced a partnership that will offer media outreach to wineries as they employ traditional and social media platforms in a new public relations consultancy. Goldfarb & Giavanti’s program is designed to identify specific national and local media outlets, and engage both longstanding press and new media to promote their client’s brands. The agency has offices in the San Francisco Bay Area, as well as Portland, Oregon.
G&G has concluded that by bringing Goldfarb’s more than 20 years of experience working in and with traditional media, and Giavanti’s longtime engagement working in winery marketing programs, the two skill-sets mesh perfectly to bring winery clients an up-to-the-minute, 21st century media campaign.
Alan Goldfarb has written about wine for more than 50 national and international publications including the Wine Enthusiast, San Francisco Examiner, and Decanter Magazine. He was the wine editor at the St. Helena Star in Napa Valley, and senior editor of the online magazine, AppellationAmerica.com.
“Who else but a wine writer knows better about public relations, who has been the recipient of countless PR campaigns; and who knows what makes for a good story; and to whom to pitch those stories?” he contends.
Carl Giavanti has consulted, project-managed and supported consumer sales programs for his winery clients for almost 5 years. He’s a member of Willamette Valley Tasting Room Managers Network, Chehalem Mountain Winegrowers Association, Yamhill-Carlton AVA and helped establish both the PDX Urban Wineries and Mid-Valley Wineries Associations. He invests significant time networking within the local wine industry and exploring other wine regions. Carl transitioned from corporate software sales and 20 years of building business relationships into the wine industry in 2008.
“Back in 2008 I noticed that small producers were more focused on production than marketing. I felt they were underserved and direct-to-consumer marketing needed to be encouraged,” he said.
In addition to aiming winery campaigns to the traditional national media, not to be overlooked and perhaps more critical to a winery’s brand, is to be put in front of local media in markets to which a winery representative travels. No less important, G&G will utilize social media networking tools to make a brand visible to the growing segment of bloggers, who are just as important and viable as the traditional press.
In so doing, G&G believe they have the formula and credentials to create and then follow-through to bring a PR campaign and a winery brand to the attention of the consumer.