Stage a panel tasting and invite the media

Organize a panel, invite a group of media and it’s news: “…Winemaker Brooks Painter of Castello di Amorosa, right, and Italian winemaker Sebastiano Rosa, who consults with Castello di Amorosa, attend a panel discussion on Italian varietals in California earlier this month….”

http://napavalleyregister.com/star/business/italian-grapes-evolve-into-california-wines/article_6f6ecaa2-7bc3-11e2-8d71-001a4bcf887a.html

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Reach out to new voices

Reach out to new voices, in this case blogger SipSwirlSavor, who wrote “…We all know that we shouldn’t judge a book by its cover or a wine by its label, but most of us do it anyway (myself included). I agree that it’s what is on the inside that counts, but pretty packaging is [pretty] important…”

http://www.sipswirlsavor.com/2012/11/2008-hawk-horse-vineyards-cabernet.html

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Follow up after your event!

The Press Democrat was one of the first to report on the annual Zinfandel Advocates & Producers Festival—once provided with the event’s stats:

http://www.pressdemocrat.com/article/20130205/LIFESTYLE/130209780/0/search

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Keep reviewers current with your wines

San Francisco to Spring Mountain may not be that far, but sending samples to Vinography can result in a thoughtful analysis: “…. Doggedly focused on making wine the old-school way regardless of modern trends, the winery also doesn’t see much time in the limelight. Which means its delightful wines, though made in small quantities, are relatively accessible to those who want something in their glass that tells a story of mountains and men and the grapes that they love….

http://www.vinography.com/archives/2012/12/smith_madrone_winery_napa_curr.html

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Negative or attention-getting positive?

Fight back…and you could intrigue The New York Times, as Swanson Vineyards’ MerlotFightsBack campaign did:

“…If you are Swanson Vineyards, the largest producer of estate-grown merlot in Napa Valley, you come out swinging. In a series of seminars for distributors, retailers, restaurateurs and other members of the wine trade, Swanson is trying to make the case that merlot has been unfairly maligned…”

http://www.nytimes.com/2006/05/10/dining/10pour.html?pagewanted=print

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Human interest can get you places

Make sure you’re ready when The Wine Spectator calls: Suzanne Phifer Pavitt and Shane Pavitt’s wedding is included in a round-up of vintner weddings on May 31, 2011: “….We asked three winemaking couples how they chose what to serve at their weddings, from the first toast to the last sip.…”

http://www.winespectator.com/magazine/show/id/44753

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An author or celebrity + kids = news

A personality with a book to sell and a worthy cause make news: Gary Vaynerchuk visited V. Sattui to talk to local schoolkids on October 24, 2009:

http://www.winecountrygetaways.com/napablog/gary-vaynerchuk-pep-talk-to-8th-graders-at-v-sattui/

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People count

Personalizing the winery, person by person:

http://napavalleyregister.com/business/10-questions/zimmermann-makes-wine-job-one/article_4b0c9af2-64fa-11e2-b29d-0019bb2963f4.htm

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Targeting The Wall Street Journal

A client with strong opinions…..making sure The Wall Street Journal knew:

That would be Jay McInerney, in his article Biodynamics: Natural Wonder or Just a Horn of Manure, in The Wall Street Journal, October 29, 2010:

“Burly, heavily bearded Stu Smith has been tending his vineyard atop Spring Mountain with his brother Charlie for more than 40 years. The Smith Brothers have gained a quietly loyal following for their Smith-Madrone wines….”

http://online.wsj.com/article/SB10001424052702304410504575560463995629960.html

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Pitch the archivists

About.com adds a new winery to its database: http://wine.about.com/od/californiawinerie1/p/Kelly-Fleming-Winery.htm

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