At Everly Communications, we know the wine industry press extremely well and are experts at crafting public relations strategies that maintain a steady presence in wine trade outlets for your brands. We are also experts at branching out into lifestyle channels, exposing your brands to broad market food & wine press and popular millennial publications.
CASE STUDY #1: NEW WINE BRAND LAUNCH
OBJECTIVE: Generate buzz for tenshən, a new red blend by Joey Tensley, a boutique winemaker who previously focused on small lots of single vineyard Syrah from Santa Barbara County.
THE CAMPAIGN: Highlight the winemaking to attract critics and trade press with the quality of the juice, and engage lifestyle channels because of the attractive packaging and price. Elevate winemaker as young, hip talent and “one-to-watch”.
RESULTS: The first vintage of tenshən red sold out in six weeks, the first vintage of tenshən white was listed in the Wine Spectator Top 100.
CASE STUDY #2: CORPORATE NAME CHANGE
OBJECTIVE: In 2015, Guarachi Wine Partners changed their name from TGIC Importers. Their objective was to obtain fast industry awareness for the new name.
THE CAMPAIGN: The team at Everly developed a full circle campaign surrounding the news of the name change, in which we:
- Identified key messaging: We leveraged this news to tell the company’s story as the pioneer of South American wines.
- Developed a communication calendar: We calendared out tidbits of news stories that we released bimonthly, following our initial announcement. The repetition of trade news placements was helpful in driving fast industry awareness for the new GWP, and kept the company top of mind in the industry.
- Crafted all communications surrounding the name change, which included: A letter from company founder Alex Guarachi to key industry leaders. A press release announcing the corporate name change. Newsletters to all distributor and trade contacts. Further positioning of founder and president Alex Guarachi as an industry icon. Pitching for feature profiles on Alex Guarachi and his rise in the wine industry. Additional press releases aimed at advancing corporate mindshare and media presence, featuring growth stories, talent acquisitions and industry insight.
THE RESULTS: Thorough news coverage of name change, ongoing coverage of company news, greater trade awareness of company portfolio and founder.
CASE STUDY #3: ESTABLISH NOTORIETY FOR SERIOUS WINERY
OBJECTIVE: Establish Guarachi Family Wines as a serious Napa Valley and Sonoma Coast winery,
THE CAMPAIGN: Engage critics and increase press awareness for the quality of the winemaking and terroir behind this relatively new brand, by way of strategic sampling campaigns and dissemination of winery news stories.
RESULTS: Great increase in trade and press awareness of Guarachi Family Wines.