“Colangelo makes the point that natural wines have become very popular, especially with younger consumers. These wines are typically more expensive, so it stands to reason that the pricing “sweet spot” will go higher over time.”
But, Colangelo tells the wineries, the benefits go beyond selling bottles. “Think about setting up a photo shoot — how much models cost, wardrobe, photography, editing — that’s thousands of dollars,” she says. “Then think about an influencer. You’re giving them $300 and a bottle of wine.”
Juliana Colangelo, vice president of California and new business at Colangelo & Partners, a beverage-oriented public relations firm, says that beer and spirit advertisements “do a better job of placing the product in the environment it’s going to be consumed.” To her, wine faces an “inward” issue. If one were to open a wine-focused, legacy print magazine, there would be more images of Eden-like vineyards at sunset than of wine drinking in action. When there are people, often, it’s not a diverse crowd.
