Why Wineries That Don’t Understand the Value of Human Marketing Machines Risk Losing Everything

These are scary times. Declining revenue, and the intangible “value” of investing in PR and marketing is causing some brands to divest in it. That’s an understandable, but epic miscalculation.

Let’s do a thought experiment: can you tell me a time when you picked up a book, downloaded a show or movie, walked into a store, or visited a far-flung place on the recommendation of one sleek print ad, an admittedly suspiciously targeted Instagram ad, or a story you read in a publication you trusted?

I can think of multiple times I have in the past few months.

Now how often have you invested in said product or experience after it went low-key viral online and / or in your friend group, suddenly popping up everyone in conversations? For me, it would be impossible to think of one product or experience I have had in recent years that wasn’t at least subtly shaped by intel from trusted friends, publications, and professionals.

Behind every bottle of white (I’m a writer after all) Burgundy in my “cellar” and overpriced “skincare” in my war-chest is the steady but subtle drumbeat of recommendations from various entities in whom I’ve invested authority.

And who is behind those entities? Very busy, very canny, very strategic marketing experts. While many brands whose sales are struggling either already are or are currently tempted to cut back on marketing, anecdotal and objective evidence shows that they should be doing just the opposite.

Increasing Spend on Marketing Leads to Boosts in Profits

Sixty percent of businesses that increased, instead of decreased their media investment during the last recession saw a boost in sales, according to a report from Analytic Partners. An analysis of billions in marketing spend saw a 17% rise in sales, and those who cut back lost around 15%, according to the report.

Deploying multiple marketing channels can increase the impact 35%.

This reality is frustratingly obvious to Anna Viducic, who has worn every hat in the world of wine education, marketing, and sales with distinct style and aplomb, but, she says, seemingly increasingly elusive to others.

Viducic has been working in wine and based in the U.S. for close to three decades, after getting her start in hospitality at restaurants and the Hotel Lutetia in Paris.

“It opened up a world a didn’t know existed, and I immediately knew I wanted to be a part of it,” Viducic says. “When I got the opportunity to move to Miami, I knew I had to do it, even though my English at the time was terrible, so I could only work as a server.”

Her English improved quickly, but more importantly, her thirst for engaging with the community of wine lovers around the world was quickly recognized. Viducic’s capacity to take on hard work across a variety of fields did the rest.

“I’ve done a lot in this business, from working as a tasting coordinator and editorial assistant at Wine & Spirits Magazine, to a PR executive representing French wine brands for Terlato.”

Viducic launched Aroma Wine Consulting to work with wine clients on her own terms in 2019, and works to build brand awareness through event activations, social media work and traditional media placements.

Why Are Brands Pulling Back Now?

For the first time, she’s says she’s struggling to land new clients.

“This has been the hardest year in my business, and I think that in part, it’s because I focus on European brands,” Viducic admits. “I went to Wine Paris and had incredible meetings with potential clients, worked on seven proposals, and almost sealed the deal with several of them.”

But then, the contracting market, wrenching uncertainty over tariffs, and ambivalence about the future of wine sales in the U.S. cratered multiple deals.

“They told me they’re no longer investing in the U.S. market and in media and PR more broadly until they understand what’s going on more,” Viducic says. “To me, that is so short-sighted. The U.S. is French wine’s number one market, and that’s not going to change anytime soon. They think they’re saving money, but in reality, this cost-cutting is something they really can’t afford.”

Amy Mironov, founder and president at Ten27 Communications, agrees that brands, particularly imports, are scaling back on marketing budgets due to swirling uncertainty.

“But others are leaning in, recognizing that PR and communications remain one of the most cost-effective and consistent ways to stay visible, nurture relationships, and connect with audiences,” Mironov says.

Alison Seibert, founder and principal at The James Collective, agrees that a pullback in this environment could be fatal to brands that are already grappling with flatlining sales.

“The industry is certainly in a tough place at the moment,” Seibert says. “At The James Collective, we represent many clients in wine and spirits, but also have a diverse portfolio of food/CPG, travel, and hospitality businesses. Across the board, not just in wine, there is a lot of uncertainty in business right now, and you’re seeing this reflected from reports of decreased client spending from big public agencies.”

But the instinctive pullback on marketing is deeply flawed, she says.

“The reality is that halting PR and marketing during slower, or uncertain, times can have both an immediate negative impact on a company’s ability to attract new customers and maintain loyal buyers, but also run the risk of having a much deeper, long term impact on growth,” Seibert notes.

The best brands, with the most strategic paradigms, will continue to lean in, says Jennifer Scott, owner of Pressed PR.

“In a crowded and cautious market, smart brands know they can’t afford to disappear,” Scott says. “They know connection is what drives conversion. In this market, PR is not a megaphone, it’s a multiplier. Wine consumers have lots of choices, so showing up in the right places is critical to cut through the noise and build long-term relationships with the people you are trying to reach.”