Michaela Morris IWE and Corinne Keddie IWE explore the relationship between wine journalists and producers

This all female panel for the wine2wine Business Forum 2021 is now available on Vinitaly Plus. Michaela Morris IWE and Corinne Keddie IWE, respected writers and journalists in the wine sector, discuss the complex relationship between wine journalists and producers. The session is now available in podcast format. How should producers approach journalists? For professional wine writers it is essential to have a close relationship with producers. With 15 years of industry-experience behind her, Michaela Morris IWE examines the different ways journalists and producers can interact with each other: from media trips, to individual visits and meetings in the tasting rooms, to the zoom platform, website and email correspondence. The session is aimed at producers, consortia and hospitality managers, as well as aspiring wine writers, who want a more complete understanding of the challenges and opportunities of interacting with wine journalist, with a particular focus on enhancing the experience for wine writing professionals when they interact with wine producer. A constantly evolving relationship The profession of the wine journalist is evolving rapidly, not least because of the emergence of new digital platforms that have sparked the democratization of communication and information sharing.

The relationship between wine critics and producers remains an important one within the industry, providing a crucial interface between consumers and producers. In fact, the relationship between producer and journalist is symbiotic: the critic relies on the winery to provide samples, while the winery depends on the evaluation and comments of the critic for promotional and sales purposes. An effective working relationship with the producer is, therefore, essential to ensure the journalist has all the necessary information to create quality content that will help consumers with their purchasing decisions. In this ongoing exchange, it is important for producers to understand how best to respond to journalist’s enquiries, to ensure a mutually beneficial relationship that can ultimately help to grow their business. Michaela Morris IWE and Corinee Keddie IWE Wine writer, educator and speaker, Michaela Morris lives and works in Vancouver, Canada, where she writes regularly for Decanter Magazine and Meininger's Wine Business International, as well as for other Canadian publications. Michaela Morris obtained the WSET Diploma and was one of the first Italian Wine Experts of the Vinitaly International Academy.

She teaches Italian wine in Canada and is often called to judge at various international competitions. Corinne Keddie is an Italian Wine Expert and Educator of the Vinitaly International Academy, WSET graduate and candidate for the Masters of Wine - Stage 2. She has her own wine consultancy company, “365 days of wine”. She regularly organizes tastings, seminars and educational sessions, leads food and wine tours and writes about food, travel, wine and design.