Archive for the ‘Public Relations & Wine’ Category

Aug 24, 2005

Lessons Learned While At Work on Wine

I think it must be rare to have the opportunity to evaluate the work we each do in the form of a written publication. Much more rare at least than sitting back and evaluating the way we just made a sale or missed a sale or the way we got that plank to level or the way we were able to get a passing grade on a test. We think about these things, but rarely write down the process that…

Jul 27, 2005

Promoting the Wines of a Country

Working with an association of wineries is a notoriously difficult task for wine publicists and marketers. There tends to be a lot of decision by committee as well as indecision by committee. You also tend to have a lot of complaining about some members getting more attention than other members. It can be a minefield. Yet, we find ourselves here at Wark Communications actively working on a proposal for representing a group of wineries…a proposal for creating a promotional organization…

Jul 15, 2005

French Winemakers Come Up with a KILLER PR Campaign

You’ve got to give it to those French vintners fighting against overproduction, archaic government regulations and an international wine industry that is making it more and more difficult for them to sell their wines. The one thing they know how to do is bring attention to the winemakers’ plight. First they decided to bomb buildings and tear up train tracks in a bid to get the attention of government officials. It worked. It really is hard to ignore vandals in…

May 22, 2005

Marketing Wine…in 100 Words or Less

Last week three particular writing projects occupied much of my time: A handbook (40,000 words), a press release (500 words) and back labels (100 words each). Any writer will understand when I note that it is the short little wine back labels that are by far the more difficult task. I’ve probably written upwards of 200 back labels in my career as a public relations and marketing consultant in the wine industry. More than any other writing project they make…