(Or, How to Tell the Same Story Every Year Without Losing Your Mind)

Every year, without fail, we in the wine industry find ourselves writing about the same seasonal milestones. Pruning. Budbreak. Bloom. Fruit Set. Veraison. Harvest. Rinse. Repeat.


“If I have to write about bud break ONE MORE TIME I’m going to lose it.” I said this half in jest at a talk I did last year, and it clearly resonated because I had several people coming up to me later commiserating on how frustrating it can be to tell these stories over and over again. However, one thing I took away from this year’s DTC Symposium is that our customers don’t see these stories the way we do.



While we may feel like we’re repeating ourselves or that these things are mundane to talk about, for many wine drinkers, these seasonal moments are new, exciting, or completely unfamiliar.

The Annual Content Struggle Is Real

The challenge lies in finding another way to talk about pruning (or whatever) and finding a way to tell the story behind it in a fresh, relevant, and engaging way. I’ve written about pruning for five to eight different brands every year since 2019, and trust me, there’s definitely a temptation to phone it in, tweak a few words from last year’s posts, and carry on. But you know… integrity🙄.


So, How Do You Make the Same Story Fresh Every Year?

Instead of defaulting to a textbook explanation of why and how vines need to be pruned in winter, find the story that makes this year’s pruning season different from last year’s. You can still educate a bit but also make it more relevant to you and what’s going on this year.


You could…

1. Tie it to the weather.

When do you usually prune? Did unexpected weather impact how your team approached pruning?


For Example, Roblar did a post talking about how they were postponing pruning a bit longer due to recent rain (and how that shouldn’t be too much of an issue since it is also cold)

2. Connect it to culture.

What’s happening in the world right now that makes this moment relevant? Does your pruning season coincide with a major event, tradition, or festival?

For Example: This might be a bit much for most wineries but for those that are clear and open about their politics and values, you could talk about how immigration laws impact vineyard practices like pruning.


or


For something a little more lighthearted, you could make a reference to Groundhog Day: What does it mean for your vineyard if Punxsutawney Phil predicts six more weeks of winter? (Listen, it’s meant to be silly; play along).

3. Make it personal.

It’s always good to bring it back to what YOU are doing and why that’s important. What does this time of year mean for you and your vineyard specifically?

For Example, Tablas Creek did a post talking about some pruning experiments they’re working on

Another Example, Foxen did a post talking about their old vines and their challenges in pruning:

Bonus: The Most Unique Thing About Your Winery Is Your People

I’ve said it before, and I’ll say it again: What makes your winery stand out isn’t only your wine, your soil, or even your story—it’s your people.

The way your team experiences the season, the way they talk about it, the traditions they uphold, the challenges they face—that’s what makes your story different from the winery down the road.

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