The Publicist's Job Is Often to Make the Incomprehensible Understandable

Lessons From J-LO and a good spritzer

Those who have read my writings on “natural wine” over the years will know that I believe the term “Natural Wine” is both absurd and insulting. The term strongly implies that those who do not profess to make “natural” wine make something else, like “unnatural” wine.

Given this, it would likely seem very odd if I were to announce I was set to produce and sell a natural wine. It would be hypocritical in the extreme. It would call into question my integrity and you’d have to take what I say and write with a grain of salt.

So, with that, I give you this:

“I don’t drink or smoke or have caffeine. That really wrecks your skin as you get older….“I think it ruins your skin.” — 2016
JENNIFER LOPEZ (“JLo”)

Then:

“Jennifer Lopez is proud to announce the creation of THE HOUSE OF DELOLA LLC, a company she founded to launch unique, mixology-level ready-to-enjoy cocktails designed for elegant, effortless entertaining as part of a thoughtful lifestyle….Known for her strong work ethic, Jennifer still prioritizes balance, and between projects she makes time for friends and family. For Jennifer, when it's time to unwind with her friends, it's time for Lola, a longtime nickname that reflects her more playful, carefree side.  In those times, Jennifer "Lola" enjoys a glass of rosé, champagne or light cocktail.  One of her favorite places to unwind is the Italian coast, where she discovered spritzes.  Jennifer was inspired to develop her own refreshing and flavorful spritzes – delicious, spirit-based cocktails free from artificial colors and without all the sugars traditional spritzes can contain, crafted with natural botanicals and about as much alcohol as a glass of wine.  Delola is something she can enjoy when unwinding and entertaining friends while still being true to her thoughtful lifestyle.”
PRNEWSWIRE — Yesterday

This is what publicists are for.