Valley PR Blog

Switching career gears from PR to wine

By Linda VandeVrede on November 13th, 2009 In People, Professional Development

Found “The Savory Grape” in East Greenwich, Rhode Island, by accident.   What a great find!   Wine organized by flavor, not region.

Talking to the owner, Jessica Granatiero, I discovered that she had previously been in public relations.   She seemed a lot calmer and happier than some of my fellow PR professionals, so I wanted to share her story with you.   The Savory Grape opened its doors in April 2006.

You’re originally from Delaware – how did you end up in Rhode Island?

In 2004, I became engaged to be married. This led to a move to Rhode Island at which point I became an account supervisor for Feinstein Kean Healthcare, a division of Ogilvy Public Relations Worldwide, based in Cambridge, Mass. I specifically targeted this company for a career because of its work in the mental health field. It was a natural fit as I was able to successfully integrate my education in psychology to help decipher and communicate the often complicated mental health rhetoric. At Feinstein, I was handling communication campaigns for clients including Novartis, Reckitt Benckiser and Dey Pharmaceuticals.

What made you decide to change careers?

I wanted to pursue something about which I had great passion – the natural fit for me was food and wine. I decided that I would rather work long hours creating a business related to wine that I loved and getting other people excited about it too. I love wine and food and I wanted to create an atmosphere where people could come in and buy and taste wine without feeling intimidated. A majority of the population doesn’t know anything about wine, but they know what they like. I wanted to create an environment that shared my excitement, passion and knowledge of wine with others.

What skills from PR have you found helpful in the wine business?

I would say it’s a combined ability to appeal to public interest, to juggle multiple projects at once, and to distill sometimes complex information into a format that people can easily understand.

Are you in business with your husband?  What was he doing before he got into wine?

My husband has a full-time career with a multinational corporation.  He does, however, consult on financial matters for The Savory Grape. He shares my passion for wine and we often travel together to discover new vineyards and products.

What PR strategies have you used in launching your wine business?

In order to enhance customer knowledge and appreciation of our product, we provide an educational platform to the buying experience through workshops, seminars, in-store presentations, and sharing product news through e-mail. We’re always looking into interesting barter arrangements with like-minded vendors that result in a more distinctive product or service offering for both parties. In this time of widespread financial need, we seek and partner with local charities to demonstrate our commitment to giving back. We also communicate with local business and community leaders to let them know we exist as an active member of the community at large.

What would you advise other PR professionals who want to change careers?   What would you do differently?

Take the risk and pursue your passion, but also do your research to ensure your passion can be a profitable business.  I can’t really say I would do anything differently.  All experiences have you learning and growing.

Why do you think PR professionals often change careers?

I think that PR professionals, by the nature of the business, are exposed to so many different industries and career opportunities that it is tempting to make a change.  I’m not sure what would make the profession easier to stay in – if you have a true passion for PR, you’ll stay.

What helped you take the plunge?

I credit my parent’s influence on me for the passion and commitment it took to become a successful entrepreneur at age 37. I am also thankful for the loving support and inspiration I receive from my husband, Nino.

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