In this engaging episode of Uncorked, Polly Hammond sits down with Christian Holthausen—communications strategist, writer, and long-time public relations powerhouse in the wine world—to explore what PR means today. Their conversation spans from the decline of the Rolodex to the rise of personal branding, from empathy to influencer fatigue, and everything in between. Holthausen makes a compelling case for why authentic, long-term storytelling—not viral hits—is the real goal for modern wine brands.
PR Isn’t Just Press—It’s People
Holthausen doesn’t mince words: the best PR is built on real relationships. While digital tools like LinkedIn and Instagram have made it easier to connect, he argues that access isn’t the same as connection. “You can find someone’s contact, sure,” he says, “but that doesn’t mean you understand them—or that they want to hear from you.”
That’s why he emphasizes empathy, not just strategy. His approach to press outreach is rooted in respect: understanding what a journalist or sommelier actually needs and ensuring pitches are relevant, thoughtful, and well-timed. “You’re not just there to broadcast your client’s news—you’re solving problems for both sides.”
The Power of a Story That Actually Matters
When asked about the kinds of pitches he turns down, Holthausen is blunt. “A new vintage or a gift box? Who cares?” In his eyes, successful PR starts with defining what makes the story interesting—not just to the client, but to the world. That means interrogating the ‘why’ behind every initiative and making space for stories that feel human, timely, and impactful.
And once the story’s clear, the writing better be good. Holthausen believes in crafting materials that journalists can lift and run with—because with dwindling budgets and limited time, many of today’s writers don’t have the luxury of deep research. “If the story is compelling and well-written, it will go viral on its own,” he says.
Luxury Isn’t Loud—It’s Confident
Having worked with major luxury brands—especially in Champagne—Holthausen has a clear perspective on what separates effective communication from performance. “Luxury doesn’t scream. It doesn’t need to,” he says. In his view, the best luxury branding exudes quiet confidence and communicates values like time, craftsmanship, and sustainability.
But he warns against empty virtue-signaling. “Greenwashing and tokenism are real. If you’re going to talk about climate action or diversity, back it up with action—concrete, measurable action.”
Why Long-Term Thinking Still Wins
With today’s obsession with quick wins and viral moments, Holthausen pushes back hard. “This isn’t about going viral next week. I’m planting seeds for harvests that might not come for five years,” he explains. That’s why he refuses short-term contracts or splashy one-offs. True brand building, in his eyes, takes time—and trust.
He’s also transparent about results. While some of his campaigns generate splashy headlines, others quietly build relationships and shift perception over time. The point isn’t the press clipping—it’s the reputation that lives on after the news cycle ends.
Key Takeaways from Polly and Christian’s Conversation
- Empathy is strategy: Good PR starts with understanding—not just broadcasting.
- Story before strategy: A press release won’t fix a boring story. Find your ‘why’ first.
- Brand building is long game: PR and marketing are about reputation, not quick ROI.
- Influence has evolved: Real influence is now about values, credibility, and voice—not just follower count.
- Luxury is values-driven: For modern high-end brands, sustainability, transparency, and equity are the new status symbols.
As Christian puts it, “We’re in an era of reputation management, not just publicity.” In an industry where many still chase vanity metrics, he offers a refreshing, no-nonsense reminder that great communication isn’t loud—it’s lasting.
