The importance of writing to tell stories of wine and food, focusing on specialization and multi-channel communication. This is the way forward in the second future Giambattista Marchetto, freelance journalist who collaborates with, among others, the Sole 24 Ore, Pambianco Group, Vinonews24, DolceSalato, with a particular focus on the world of wine.
How did you deal with this pandemic and the consequent great difficulty in the restaurant sector with Il sole 24 ore, Vinonews24 and with your other collaborations? Have you in any way changed your usual narrative?
“The narrative has inevitably changed, considering that the entire on-trade channel has been frozen. The work of food and wine journalism has somehow put itself at the service of the sector, almost feeling called to support the "friends" who have suddenly frozen their life and their work. Many actions have been chosen to give voice. In a first phase, the activity of writing on digital was enhanced in particular, while in the latter period an attempt was made to push attention to the restart of "normality". I participated in Benvenuto Brunello Off in Montalcino, the first event in attendance courageously wanted by the Consortium, and with Vinonews24 we are starting a process of in-depth study on the Italian denominations which aims to be a spur to relaunch ».
From your point of view as a journalist in the sector, how have food and catering companies (food companies, but also chefs, restaurants) changed communication in this period? Are there any initiatives that particularly impressed you and that you wanted to highlight?
“Essentially they have shifted many relationships to digital and perhaps some actions will not return to presence, we'll see. The most interesting initiatives are, in my opinion, related to co-marketing or in any case to the integration of communication between wine and food: tastings in combination, online events with a focus on a territory and its specialties, up to invitations to the cellar with the coexistence of "friends" of excellence capable of approaching the niches of gastronomic wonder of which Italy is capable ».
How did your readers react? Have you noticed a greater sensitivity to certain issues related to the world of food? In your opinion, has there been an increase in attention to this sector?
"Probably yes. I believe that in publications that cover a wider spectrum of writing content, such as Il Sole-24Ore and Pambianco, food has become an essential driving force also because it has never stopped, but rather has attracted more attention during the pandemic. For more vertical publications - such as Vinonews24 or Dolcesalato - the in-depth lines have been slightly modified, but the stories of wine and gastro-patisserie continue to be a focus of attention for those who are attentive to quality. Here, writing is even more a medium for transmitting content and those who make wine or put their hands in the dough have understood this very well ».
After the pandemic, and when we can finally talk about a restart, how do you think communication in the food sector will change? Which channels should be privileged and which do you think have had their day?
«Quality and selection. Online is becoming crucial and allows everyone to discover excellence. Frankly, I do not see outdated channels, but writing maintains its fundamental importance within a multichannel communication that must be truly such and reserve specific attention to each channel, creating ad hoc stories and imagining specific languages. I believe that everything that is generalist and “mainstream” - as it was said in the old marketing manuals - is destined for an afterthought ».
Do you have any future projects in the pipeline that you want to anticipate related to your journalistic collaborations or more generally to your professional life?
«With VinoNews24 we are launching a project that integrates in-depth analysis of producers and tastings with a selection that finds its way into niche markets. We will soon tell you new stories ».
