Case Study 2:
Revitalizing Image of Historic California Winery
Challenge: Revitalize the image of an historic California family winery, now under corporate ownership, and enhance consumer and media perception of these quality/value wines. Tell the heritage story in the context of recently completed $30M quality enhancement initiatives in vineyards, wines and consumer experience.
Summary: Earned attention to this winery as a red wine powerhouse and leader in environmentally friendly initiatives.Developed 4th generation family member as spokesperson and brand ambassador to tell the story of his family’s pioneering contributions to the California wine industry and its vision for the future. Introduced the first new red wine blend as part of the family legacy where 4th generation vintner and son honored his father on his 80th birthday. The launch was so successful that the brand became its own wine tier including several varietals.
Initiative: Developed a rich marketing public relations program that included new messaging, spokesperson training and sales presentations, media tours, extensive media sampling, launch of the new wine tier, community events, revamped marketing collateral and new website.
Results: Generated national, regional and local media attention to family’s leadership role, quality enhancement initiatives and improved perception of the wines. Obtained major coverage that contributed to a 30% increase in sales in 2 years. A partial list of placements include:
Print & Broadcast: ABC 7 San Francisco, Arkansas Democrat Gazette, Arizona Republic, Ashbury Park Press, Atlanta Journal Constitution, Bakersfield Life, Baltimore Sun, Bradenton Herald, Buffalo News, CBS San Francisco, Columbus Dispatch, Contra Costa Times, Creators Syndicate, D Magazine, Dallas Modern Luxury, Des Moines Register, Detroit News, Diablo Magazine, Houston Lifestyles and Homes, Houston Press, Journal Inquirer, KGO Radio, San Francisco, Long Beach Press Telegram, Maryland Gazette, Meetings West, Relish, Republican & Herald, Sacramento Bee, Sacramento News and Review, San Francisco Business Times, San Francisco Chronicle, San Jose Mercury News, Sarasota Herald Tribune, St. Louis Post Dispatch, Tennessean, Today's Grocer, Tribune Newspapers, Wine Spectator.
Online: About.com, Apartment Therapy - The Kitchn, Benito's Wine Reviews, Frugal Wine Snob, Good Housekeeping Online, Good Wine Guru, Grape Sense, Gray Report, Mariani's Virtual Gourmet, My Gourmet Connection, Palate Press, Relish Magazine, Reverse Wine Snob, SF Weekly Online, Stark Insider, Wine and Dine San Diego, Wine Chicks Guide, Wine Country This Week, Wine Enthusiast Online, Wine Spectator Online, Zester Daily.