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ABOUT WINEMEDIA

Media relations: The central plank in marketing premium wine

John Rozentals: The face behind WineMedia

Services: What WineMedia can do for your company

Media relations: The central plank in marketing premium wine

WineMedia’s existence is based on the premise that effective media relations can and should be the central plank in marketing premium wine. This premise, in turn, is based on several very solid concepts:

That what others say about you and your products is much more important than anything you can say yourself, especially if your public respects the external source’s independence and expertise. Hence, while advertising (things you say about yourself) can increase exposure, media relations (expert third-party endorsement) can build credibility. Fortunately, effective media relations also comes much more cheaply than does effective advertising.
That the Australian wine industry is very fortunate in having attracted the attention of so many publications and writers. There are at least 60 individuals who write regularly about wine, providing general commentary and/or information on specific producers and specific products. These people can have a direct effect on how successful your business is. To ignore them or mistreat them is to effectively go into battle without one of your principal weapons.
That producers must be absolutely proactive, not just in gaining media coverage but just as importantly in leveraging that coverage to build sales.

So, how, given the huge demands on the time and attention of winewriters (leading critics may receive an average of as many as 50 samples per day) and the existence of nearly 2000 producers, do you ensure getting at least your fair share of coverage?

WineMedia believes that, as in any specialised area, you get best results from seeking and using specialist advice and services. We have the experience, skills and contacts to ensure that you get the maximum results from the marketing dollars you devote to building your brand through media relations.

While there can never be any guarantees in this area (it’s not like buying an ad and knowing exactly the time, space, location and content) we know from experience that, given the combination of good product and an appropriate, professional approach to media relations, results will almost inevitably flow and that they will be worth many times the outlay.

In short, we can provide ample evidence for our success, with much of it clearly documented on this website (www.winemedia.com.au).

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John Rozentals: The face behind WineMedia

John Rozentals is one of Australia’s most highly regarded, qualified and experienced wine-industry communications specialists:

John is a qualified winemaker who graduated in 1979 with a Bachelor of Applied Science (Wine Science) degree from Riverina College of Advanced Education (now Charles Sturt University), taking with him the College Medal for his year. From 1980 to 1987 he worked six vintages in Mudgee and two on Tasmania’s East Coast.
John has more than 15 years of journalistic experience, including 10 years as features editor of The Hobart Mercury, Tasmania’s leading daily newspaper. For most of that time, he wrote weekly wine columns for The Mercury and its sister publication, The Sunday Tasmanian.
From late 1997 until January 2002, John was employed as a senior media-relations consultant and managing editor for WineStream, working with such acclaimed and diverse wine producers as Grant Burge Wines, Evans & Tate, Lindemans, Cassegrain Wines, Jim Barry Wines, Broke Estate and Tim Adams Wines.
In February 2002, John established WineMedia and was immediately successful in gaining several clients. The business has grown steadily and surely, and WineMedia’s client list now includes Tim Adams Wines (Clare Valley), BlackJack Wines (Bendigo), Jim Barry Wines (Clare Valley), Lillypilly Wines (Leeton), Yabtree (Gundagai), Ballabourneen (Hunter Valley) and the Sydney International Wine Competition.

John Rozentals is ideally suited to acting as a bridge between wine producers and the specialist wine media. He also has the experience, knowledge and skills to provide wine producers with a portfolio of services addressing all their communications requirements.

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Services: What WineMedia can do for your company

WineMedia provides a full portfolio of specialist wine-industry communications services:

Writing of media releases, winemaker’s notes, back labels, and newsletter and brochure copy. John Rozentals has a proven record in finding the right words for each particular communications requirement, and understands the requirements of the wine media for information that is useful in terms of writing stories.
Dissemination of wine samples and appropriate accompanying information lies at the core of media-relations-driven wine marketing. WineMedia’s comprehensive and regularly updated database, plus the use of purpose-built containers, assures that your samples get safely to the right people.
Organisation of events that will demand attention and produce coverage. John Rozentals understands both the huge demands on the media’s time and their appreciation of tastings and other events that will generate strong story ideas.
General and specialist media liaison. Relationships with the media are critical and must be built up over the medium-to-long term. Because John Rozentals is familiar with the requirements and resources of both producers and writers, he can help build those relationships. WineMedia firmly believes that the strongest relationships are built in a one-on-one environment and has well established credentials in this area.
Website design, creation and maintenance. WineMedia has designed and created several websites for wine producers and maintains these sites on a regular basis. The emphasis is always on sites that look smart but not gimmicky, on useful information rather than gloss, and, above all, on currency — in short on creating sites that work for both the user and the client.
Comprehensive provision and analysis of clippings. While gaining positive media coverage is one goal, an even more important one should be to make best use of that exposure. WineMedia’s regular reports can help producers maximise the return on their investment in media relations.
Design and production of newsletters, brochures, etc. While WineMedia is not a design studio, John Rozentals does have significant skill and experience in this area, and can be a useful advisor and intermediary.
General advice on marketing strategies. John Rozentals’ many years of wine-industry and journalistic experience make him well suited to assume an active role on your marketing team.

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