The” Wine Text Interview”-a new way to talk to the wine consumer
Usually a winemaker is accustomed to being interviewed by a writer (my chosen term for journalists, bloggers, etc.- see more on that debate via Tom Wark) in person or over the phone. They ask questions, you think about your responses and then answer, and then you email photos and a bio. Sometimes (and sometimes not) an article with your quotes (sometimes edited, sometimes not) appears, and it gets published in print and/or online. In my experience, email interviews are rare because most writers I’ve talked with want to get a sense of immediacy in a piece and email gives the interviewee “too much time to think” and the results often end up sounding too scripted.
It’s rare to be able to participate in what seems to be a new and pioneering way of talking to wine folks and I was thrilled to take part in a “Wine Text Interview” at wineconsumer.com. Lead by Creative Director Sean Piper, the interview via text I did yesterday was fast paced, unscripted (typos by me and all) and spontaneous.
We had arranged the time just the day before and I didn’t know exactly where in my day I would be at 1:30 when Sean texted me. If I had a break in the rain I was going to go check out how some of our Carneros and Sonoma Coast vineyards were faring in the recent heavy rain (no cover crop + lots of sudden rain = possibly erosion issues) and then head over to the winery to check on how our 2013 Pinots in barrel were doing. Sean didn’t give me any idea as to what he would ask or what we would chat about; I kind of liked it that way.
I was just diving into the stacks at 1:30 and was able to send him some “action shots” of my tasting set-up when he asked the first question about where I was and what I was doing. From there I was asked stock questions like to describe what I do at Garnet, which wines we make and their price points, etc. Then there were some very unexpected questions which made me think. One, “Share a picture of a bottle of your wine in the hands of a consumer or someone who helps you at the winery” threw me for a loop as I scrambled to grab a bottle of our 2012 Rodgers Creek Vineyard Sonoma Coast Pinot Noir, which we had just bottled yesterday, and snap a picture of Miguel and I.
You can see the entire interview here. It was a fun experience. The “Wine Text Interview” retains the immediacy and spontaneity of a verbal interview and combines it with images and immediate share-ability. It’s a little hard to get a full screen view on the Facebook platform, so you have to click on Sean’s link on wineconsumer.com to read the whole story, but it’s a fun little narrative.
I think he’s the only one doing this format, and I look forward to more “Wine Text Interviews” from Sean and the Wineconsumer.com team. I encourage my winemaking colleagues to participate in the game!
Alison Crowe is the Winemaker at Garnet Vineyards. www.garnetvineyards.com @GarnetVineyards