Andrea Lemieux is a Turkish wine specialist, supporter of under-loved wine countries, blogger, and author. Based in Istanbul, she works with tour agencies giving wine tastings and tours in Turkey. She contributes to several wine and travel publications and has authored two wine books: The Essential Guide to Turkish Wine and The Quick and Dirty Guide to Greek Wine. https://www.instagram.com/quirkycork/
Andrea Lemieu
How did you come to wine, and to wine writing?
I drank wine when I lived in the US, but, strangely, it was my move to Turkey that really sparked a real interest. In the US, as long as it wasn’t Merlot or Chardonnay I would drink it, enjoy it, but not think too much more about it. In Turkey, I was suddenly confronted by grapes I’d never heard of! Emir, Narince, Boğazkere, Öküzgözü… and that barely scratched the surface! The more I drank, the more I wanted to learn about these grapes and who was making the wine. This was still in the time that pretty much everyone had a blog, myself included. Mine specifically focused on travel and food and I slowly transitioned into wine. It began as simply writing about another aspect of my new life, then it became a tool that helped me internalize what I was learning, then I just couldn’t not write.
You’ve authored two country wine guides – Greece and Turkey – Tell us about this journey.
The Turkish book, The Essential Guide to Turkish Wine, was a long journey. I’d been writing my blog about wine and giving wine tastings in Istanbul for years before the book became an idea. There are so many ‘Wines of Country X’ books, but nothing for Turkey. For a country built for tourism and gastronomy, it seemed to me a glaring lack. I sat around for a few months, assuming that one of the Turkish wine writers must be working on something like this, but heard nothing. So, I decided I was going to write it. It took literal years. Advertising alcohol in Turkey is illegal so wineries don’t really have websites, there aren’t media packages. My research partner/photographer Emma Aslıhan Başer Rose visited all the wineries to interview and photograph. The Quick and Dirty Guide to Greek Wine started out as a Greek version of my first book. But Greece has rather a few more wineries than we do in Turkey (conservatively 10 times as many) and I don’t have the time or money to manage that. But, I didn’t want to abandon the project completely, so I imagined what a book would like like for people who like to dive into wine, but do so from wine bars. And that’s how The Quick and Dirty Guide is meant to be used.
Is it possible to make a living as a (wine) writer today? If so, how have you succeeded?
Ha. Well not for me it’s not. Pitching stories about Turkish wine is deeply depressing and demoralizing, especially when I then see such articles written by non-wine people.
You’ve been in Istanbul for 13 years. How did you get there, and why have you stayed?
I used to work in international development out of DC. I was transferred here in 2013 for what was supposed to be a short-term post. I did not like DC and had no intention of returning. That organization and I parted ways and I stayed on, picking up some consulting work, and eventually another development job. Even without the work though I’d have stayed. For so many years, it was simply economical to stay here (not anymore – Istanbul is SO EXPENSIVE now), but the proximity to Europe is really what keeps me here.
I understand you have several day jobs. Tell us about your gigging.
I have so many jobs. I do freelance editing, marketing, travel writing for travel company blogs, I give wine tastings and tours with a couple different companies, I do social media management for a small wellness brand, consult with Turkish wine importers (helping connect them to wineries, interpret as needed, write articles, social media management, whatever is needed), of course still manage my own website, book sales, private wine tastings, I also recently added acting and work through a local casting agent who essentially supplies foreign actors for Turkish and international production companies filming in Turkey.
What would people be surprised to know about you?
I once smuggled a suitcase full of spy equipment to Lebanon via Tunisia.
Can you describe your approach to wine writing and/or doing wine reviews?
As trite as it may sound, I try to paint a picture. So many people still find wine intimidating, so I try to write descriptions of flavors, scents, and experiences that can help people relate.
How do you develop and collaborate with sources for story ideas?
The majority of my writing involves Turkish wine which is a pretty small community, so finding sources isn’t overly difficult, we all already know each other.
Do you post your articles on social media? Why is that important?
For sure. For me, it’s important because I need to get noticed/get publicity any way I can to hopefully sell my next story. But social media seems to be where most people spend their time now to find news, stories, recommendations, anything.
What are your recommendations to wineries when interacting with writers and authors.
My recommendations are quite situationally specific, based on my experiences in Turkey…but I would say first, know that all audiences are valid. Just because you as the winery owner don’t think certain demographics are important, it doesn’t mean they’re not current or potential customers, i.e. don’t dismiss a writer because you think that person doesn’t reach your target audience. Also, have all the vintage, vineyard, wine making etc information at hand. We want to know that and we will ask.
Which wine reviewers/critics would you most like to be on a competition panel with?
Oz Clarke. I’ve seen him on a few panels and think I could really learn a lot from him during the course of a competition panel but also not be intimidated by him during the process.
What is your most memorable wine or wine tasting experience?
Probably a vertical tasting I hosted of Yaşasın. Yaşasın is (the first) a traditional method sparkling wine made with a native Turkish grape, Kalecik Karası from Central Anatolian winery, Vinkara. I spent several years collecting / hunting through shelves for older vintages of both the blanc de noir and rose. In the end, I only managed three roses, but got five blanc de noirs: 2012, 2015, 2016, 2017, and 2018. I paired them with everything from fried chicken and potato chips, various cheeses, and truffled eggs. It’s probably my most memorable tasting because it was the first time I’d ever been able to do a vertical of sparkling wine, but also because I’d hosted this tasting with friends to celebrate the release of my first book.
What’s your favorite wine region in the world?
That is such a hard question to answer and I feel like my top five changes every couple years. If I have to choose just one, right now I think it’s Hungary’s Nagy Somló PDO.
Carl Giavanti
Carl Giavanti is a Winery Publicist in his 16th year of consulting. Carl has been in business marketing and public relations for over 30 years; his background in tech, marketing and project management informs his role as a publicist and wine writer. Clients are or have been in Willamette Valley, Napa Valley, and Columbia Valley https://carlgiavanticonsulting.com/ He also writes for several wine and travel publications https://linktr.ee/carlgiavanti
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