A DRINK WITH KATE CORCORAN
By Maia Merrill Gosselin
There are some people who just have that rare (and enviable) superpower to find 25 hours in the day and I’m pretty sure that Kate Corcoran is one of them. The cheerful, energetic co-founder of Creative Palate Communications is a multitasking whiz, always in motion, always coming up with ideas. Her company specializes in wine-centric clients. On any given day, she might be planning a luncheon with a winemaker, organizing a press trip to a vineyard, promoting a wine brand, sending a pitch to an editor and still finds the time to be a super mom (or in her case, being British, a super mum)!
Public relations is one of the more unheralded jobs in this industry. By and large, publicists tend to operate behind the curtain, spending their time getting recognition for clients. In Massachusetts there is no shortage of industry high wattage luminaries from whiskey distillers to sake restaurant owners to mixologists. But the fact that we know their faces, their names, their brands, is often due in large part to hard-working publicists. I first met Kate several years ago at an industry networking event. Her charming demeanor was palpable and made for an easy conversation and a fast friendship. I caught up with Kate recently to find out what she’s been doing lately. (Hint: a lot!) While many publicists excel at their job, Kate stands out for her unwavering devotion to her clients, always going the extra mile. She clearly loves what she does, and it shows. Creative Palate Communications may be a small agency but it’s big on dedication, enthusiasm and results!
MAIA GOSSELIN You started in public relations for the publishing industry before moving over to wine public relations. What brought about this shift and what was it about the wine industry that appealed to you as a career choice?
KATE CORCORAN As an international citizen, who grew up in the U.K., spent time living in Greece, and has now called the U.S. home for close to half my life, the wine industry has a natural appeal thanks to its international nature. I get to work with people from all around the world, and to champion their wines and culture here in the U.S. This is something I love!
Much of my early work in the U.S. centered on cheerleading new book releases, primarily food and cookbooks, with clients ranging from top restaurant chefs to Food Network stars. Wine was a natural progression and played into what I had already been enjoying.
MG What is Creative Palate’s niche/specialty? Can you give a brief snapshot of the range of clientele with CPC?
KC Creative Palate is a boutique public relations agency focused exclusively on the wine industry. Clients range from promotional organizations such as Wines of Chile, Uruguay Wine, and Wines of Alentejo, to individual wineries and brands, such as Domaine Bousquet, Champagne Bruno Paillard, Portugal’s Esporão Group, 9diDANTE vermouths, FIOL Proseccos and others. Clients also include import companies, and products, such as Master the World wine kits. For the most part, what unites our clients is the importance they attach to sustainability and organic winegrowing as core to their brand. This came about quite organically — no pun intended.
MG Although you have a national presence, you’ve intentionally remained a small agency. What are the benefits of this?
KC My business partner, Jane Kettlewell, and I really enjoy what we do! By remaining small and focused, we are able to specialize, to build meaningful, personal relationships with our clients on the one hand and with the wine media and friends and colleagues within the industry at large on the other. We believe this delivers a quality-driven, superior level of service than would be possible if we were spread too thinly across multiple industries.
MG What sets Creative Palate Communications apart from other small agencies?
KC Creative Palate is a principal-led agency from campaign concept to execution. We are experienced industry veterans with an insider’s understanding of the wine business and 70+ years of combined experience. Long-standing and meaningful relationships with opinion leaders and industry influencers give us an edge. We offer an unparalleled database of media contacts — many of whom we count as personal friends.
MG Talk about your à la carte concept. How does it work and what makes it appealing to your clients?
KC Our à la carte services are designed to offer smaller wineries — albeit with outsize stories to tell! — affordable access to PR. In other words: “Everything you need — and nothing you don’t!” This allows for specific programming and activations geared to meet a client’s precise needs and market presence, executed in a way that is efficient and can really move the needle. It’s a different approach from more traditional, wide-ranging PR campaigns undertaken in partnership with regional and national organizations, and larger wineries and brands. Not every winery can afford or needs ongoing PR representation, but pretty much everyone will experience a boost with the help of clever strategy and timely execution.
MG You are an extraordinary multi-tasker . . . dedicated and committed to your clients and always on the go! Tell me about an “average” day in your world, if such a thing exists!
KC The great thing about my work is that it is constantly changing. The clients, their goals, the programming, shifting industry trends, all contribute to keeping things lively and fresh. Sure, I spend time using Excel like everyone else (and I do love a good spreadsheet!) but depending on the week, I could be producing an event, introducing a winemaker to industry influencers in their key markets, or taking a group of U.S. journalists to on trips to wine regions around the globe. Other times, closer to home, I might be hosting a webinar, developing educational wine materials or running a media sample program.
MG Cheers to women-owned businesses! Over the last decade there has been a great amount of positive change in the industry for women leading to better opportunities and empowerment. What’s your take on this and have you been involved in anything in particular?
KC Perhaps because I work in public relations, an area that has long benefited from a strong presence of women, I am more moved by the increase in diversity and overall inclusion now starting to make its presence felt within the wine industry. The more we can dispel the pomp and circumstance that too often serves to alienate many and to have the wine industry instead more closely represent society at large, then the better position we will be in to listen, engage and ensure that the wines we launch, sell and promote will be wines the next generation is looking to embrace and enjoy!
That said, I wouldn’t be a publicist if I didn’t enjoy networking, and the increase in women and wine conferences, from the MA-based Martignetti Women’s symposium to the national Women of the Vine and Spirits annual conference, offer more opportunities to do just that. And let’s face it, making meaningful connections is a female strength! If we are allowed to say that . . .
MG What are you most proud of accomplishing since the inception of CPC?
KC This is a great question. I think that I am most proud of the strides we have made in educating the U.S. wine industry, media and consumers on lesser-known wine regions and countries such as Portugal’s Alentejo region, and Uruguay and its wines. Working with Domaine Bousquet to increase brand awareness, and to stand behind their commitment to certified organic winemaking and an altogether more sustainable future, while establishing their winery as a household name has also been really rewarding.
MG The last few years have not been without challenges. Everyone in the wine (and overall alcohol industry) was impacted in some way. How are things today and what do you think the future holds?
KC GENERAL The wine industry has changed tremendously over the last few years, and I believe many of these changes are here to stay. These changes range from smaller, more focused wine lists in restaurants, to growing traction within the low- and no-alcohol movement, to shaking up the status quo with chillable reds, great whites from regions traditionally identified with red wines (and vice versa), to the exponential increase in demand for organic wines. There is so much that is new, and as a publicist that’s music to my ears!
PUBLIC RELATIONS While traditional media has been in decline and digital media on the rise for well over a decade, change has been exponential these past few years. In the world of wine media, we are seeing many traditional wine writers retire and not be replaced. A rise in syndication, however, sees some writers acquiring national reach. Bloggers are increasingly turning to models like Substack to monetize their writing, which makes sense, but can lower reach. Freelancers, who have always been important, are rising to the top! They can write for several outlets and have the ability to travel and immerse themselves in different regions.
On the flipside, influencers are massively on the rise. And while this might sound positive, it often comes with a hefty price tag, many legal regulations that need working through and a limited return on investment unless the wine brand has solid national distribution in off-premise channels. It’s one thing for interest to be piqued by an influencer, but conversions can be low if those wines are not readily available to locate and buy. Hence, as things stand right now, the influencer model and the dollar figure it often entails, can leave smaller, even mid-size wineries on the outside looking in.
As for the future, cracking the code on making influencer and social media marketing affordable and effective within the regulated world of wine will be key. It’s a challenge we are looking forward to tackling and a nut we intend to crack.
MG What are some under-recognized wine regions that are deserving of more attention or are up and coming? Any personal favs?
KC Though making strides, Portugal still fits this bill, especially the Alentejo region, known for its native grape varieties, focus on blends, its phenomenal whites, in a sea of reds, and as the epicenter of the international cork industry. Uruguay is beginning to make inroads, not only on account of its Tannat wines, but also for its blends. Albariño is making a name for itself as Uruguay’s flagship white. I also firmly believe that we can look forward to hearing more about different wine regions across the U.S. as they start to become more established and begin to carve out their own niches.
MG Are there any current trends in the wine world you’re seeing that have staying power?
KC In terms of the future, I think wine consumption will be more intentional than in the past, whether it’s about what we choose to drink, how much we drink, when we drink, if we drink, and with more attention paid to alcohol levels. Authenticity will remain key, with an emphasis on native grape varieties and the story behind the region, winery, and winemaker. Finally, sustainability, from the vineyard to the winery, to carbon footprint and fair labor, will become expected, not just a nice-to-have.
MG And finally, after a long day of hustling for clients, what have you poured into your glass for an evening libation?
KC Currently I am enjoying Casa d’Ambra, Ischia Bianco, 2023 and making the most of it before it sells through. I am also currently on a Mezcal kick, so a little Mezcalita or Mezcal straight up is another favorite.
