Wine Is Not Immune From the Consequences of Political Activism

PR advice on wine companies engaging in partisan activism

Is it worth it?

Is it necessary?

How does it dovetail with your business and marketing strategies?

These are the questions any wine company should probably ask and answer, honestly, before it takes a public position on the controversies of the day. This process is particularly important when the country and culture are facing a volatile, divisive, and potentially explosive situation such as that unfolding in Los Angeles right now.

It doesn’t matter what your politics are. The compulsion to be part of the national discussion is strong. But whether or not your wine brand or business should be part of the discussion is something altogether different than an individual making their case or dedicating time to addressing the issues. When you commit your brand to one side or another of a divisive issue, the result is likely to impact customers who disagree with the position the brand has taken more than those who agree. That can spell trouble.

My basic advice to clients is simple: Brand messaging should not include political commentary. Brand-devoted social media should not be a platform to cheer on ICE agents or ICE protesters. My reasoning is equally simple: investing your brand with partisan messaging is far more likely to decrease your bottom line than increase it. If your company is at all governed or influenced by revenue and profit, then participating in an activity that is more likely to impact those things negatively is the wrong path to take.