01The Drinks Business·
US wine industry lacks coordinated marketing apparatus to counter negative coverage
- Gino Colangelo, founder of New York PR agency Colangelo & Partners, says US wine lacks the collective marketing infrastructure that dairy, almonds and cranberries sectors maintain.
- Come Over October, a pro-bono campaign co-founded by Colangelo and wine critic Karen McNeil, counters rising anti-alcohol media narratives by positioning wine as agricultural and social.
- Colangelo warns that inconsistent funding and company support for wine advocacy campaigns, coming in 'fits and starts', prevents sustained market-building unlike regional rivals Chianti Classico and Prosecco DOC Consortium.
- Wine regions that sustain incremental marketing campaigns build lasting market share, while those launching big programs then disappearing for years lose traction, Colangelo says.
- Current US wine downturn is cyclical but its depth depends on continued industry investment in marketing and advocacy, Colangelo argues, amid competition from THC beverages and weight-loss drugs.
Reported byThe Drinks Business