What’s Of Interest To News Fetch Subscribers?

I keep track of emails and comments from Wine Industry Insight’s News Fetch 18,500+ subscribers about what they find of interest … and not.

Those of you who took the time to read this link — How Do I Get My News Included In Wine Industry Insight? — on Wine Industry Insight know that the material below is somewhat repetitive. But I keep getting news items that don’t pass the “who cares? test, so this bears repeating.

This is also part of the Other Voices feature that allows outsiders to register and post news on Wine Industry Insight (Register to post)

WHAT’S OF INTEREST?

Always remember, this is a TRADE publication. anything that’s of primary interest to a consumer is not of interest unless it is something that is truly never-before-seen. It also needs to be significant.

Ask yourself (honestly): Would you care about an item if some other company did it? Ask, “who truly cares?”

NOT OF INTEREST

Here are a few that will not make it (in no particular order). Remember, truly unique, creative, significant and of interest to the trade can elevate the story:

• Wine competition prizes, medals etc.
• New “looks”, branding, new bottle sizes, line extensions.
• Consumer promotions and festivals.
• Charity events and contributions. If you just gave your winery away to the Goodwill or UNICEF, that’s another story.
• Almost all “Green” campaign topics. If you have discovered how to produce cold fusion power from lees, that’s a different story.
• New tasting room, barrel aging facility
• New varietals
• No prizes, wine of the year etc.
• All news releases with any quote containing the words “we are thrilled” will be deleted.
• Consumer awards, contests, winemaker dinners, tastings, tasting room expansion, barrel room expansion, water for dogs and designated drivers
• Winery named best whatever
• Screw caps or corks?
• New brands
• New wines
• Wine and food festival
• No web site re-design, label redesign, bottles, corks etc.
• No more “sustainable certification” and “green energy” stories. Everybody needs to do these. It’s the green equivalent of saying “We have Internet access!”
• Wine and food matching
• Wine and music
• Water to wine … wine to water.

All of the above can change if you have something that is truly, TRULY new. Truly unique and of it is of interest to your wine industry peers and not just to consumers.