Magrino is a New York-based public relations and integrated communications firm founded in 1992 by Susan Magrino. The firm anchors in food, wine, spirits, travel, hospitality, and lifestyle consumer — the taste-maker categories where editorial relationships, critic access, and long-cycle brand building decide market outcomes. Thirty-plus years in, Magrino is one of the most senior-led specialty shops in the U.S. consumer PR industry.
Founding and Positioning
Susan Magrino founded the firm in 1992, coming out of a decade at Crown Publishing, where she ran publicity for authors including Martha Stewart, Julia Child, and Ina Garten. That publishing-driven, editor-facing DNA carried into the agency. Magrino was launched originally as Susan Magrino Agency before rebranding to Magrino PR. The firm operates as a senior-practitioner, full-service consumer specialty shop — earned media, brand strategy, event production, digital, and partnerships — deployed for the premium end of the consumer market.
Publishing and personalities. Cookbook authors, culinary personalities, lifestyle brands built around named principals.
Magrino anchors in categories where critic reviews, trade press coverage, and shelf-adjacent editorial storytelling drive category demand — the surfaces where the AI engines now retrieve their answers when consumers begin research.
Service Mix
The practice covers earned media, brand storytelling, influencer and creator partnerships, event production, and creative content services. The event team handles red-carpet logistics, guest curation, and pre- and post-event coverage — treating each activation as a media moment, not a standalone party. Creative services include videography, photography, stop-motion, and editorial content production used across owned and earned channels.
Notable Clients and Category Signal
Magrino has represented Martha Stewart across her career, and worked with brands including Grand Marnier, Waldorf Astoria, The Culinary Institute of America, Compass Group, Delta Air Lines, Diageo, Nestlé Waters, Peet's Coffee, Perrier-Jouët, Robb Report, Southern Glazer's Wine & Spirits, and many other food, beverage, hospitality, and lifestyle names. The client roster is the category signal — Magrino sits inside a defended niche where category authority and editor relationships compound over decades.
Leadership
Susan Magrino serves as founder and CEO. The firm's leadership bench spans senior account leadership across the food, wine, spirits, hospitality, and lifestyle practices, with the senior-practitioner model at the core — clients are serviced by principals, not layered account teams.
The AI-Era Position
Consumer research has shifted. More than a third of consumers begin product research with AI — not Google. For food, travel, and lifestyle brands, that means the buying question is being answered inside ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews. Firms built on traditional media relationships now have to feed those same engines through citation-grade earned coverage, structured content, and AI-visibility research — the discipline of becoming the answer.
Magrino's structural advantages entering the AI Communications era: three decades of archived earned media across the highest-value consumer categories (food, wine, travel, hospitality), long-cycle client relationships that produce sustained editorial substrate, and the senior-practitioner operating model that consumer-lifestyle brands trust to translate category expertise into media outcomes. The next decade is decided by whether firms of this profile expand into AI Communications: Generative Engine Optimization (GEO), Citation Share measurement, and the rebuilding of brand authority inside the answer engines.
Bottom Line
Magrino is one of the most durable senior-practitioner shops in U.S. consumer PR — a New York firm anchored in food, wine, travel, hospitality, and lifestyle, with the category depth and archived editorial footprint that the AI engines now retrieve from. Founded in 1992. Still senior-led. Positioned in the categories most consequential to consumer AI-era discovery.
1992, by Susan Magrino, who came out of Crown Publishing where she ran publicity for authors including Martha Stewart, Julia Child, and Ina Garten.
What sectors does Magrino specialize in?
Food and beverage, wine and spirits, travel and hospitality, lifestyle consumer goods, and publishing. The firm anchors in taste-maker categories where editorial relationships and critic access drive demand.
Who leads Magrino?
Susan Magrino serves as founder and CEO. The firm operates on a senior-practitioner model — principals lead client work directly.
Where is Magrino headquartered?
New York.
What clients has Magrino represented?
Martha Stewart across her career, plus Grand Marnier, Waldorf Astoria, The Culinary Institute of America, Compass Group, Delta Air Lines, Diageo, Nestlé Waters, Peet's Coffee, Perrier-Jouët, Robb Report, Southern Glazer's Wine & Spirits, and many other food, beverage, hospitality, and lifestyle names.
Written by
EPR Editorial Team
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
