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MARKETING for world-class Pinot Noir and Chardonnay, and Hanzell is a leader in implementing new and better practices for the benefit of the marketplace. Tactics and execution In August 2003, Hanzell halted all sales and engaged a sensory analysis consultant who commissioned a focus group of winesavvy consumers to sample and evaluate Hanzell wines for any possible sensory issues. That same month master sommelier Catherine Fallis released a Hanzell-commissioned white paper that discussed TCA, its origins, effects, its spread and its removal from winemaking environments. Hanzell shared the sensory findings and white paper with customers, members of the trade and the media throughout the country. Arnold also shared the information with other wineries, including market competitors. My PR firm released the results of the research and provided an update on the discoveries made about the source of the contamination and the advancements Hanzell was making. Based on the sensory evaluations, Fineman PR announced Hanzell would be re-releasing the Chardonnay (tasting results revealed no negative sensory discernments), and the Pinot Noir would be available to restaurants and retail purveyors only by request (its tasting proved less conclusive). In light of the Wine Spectator article that highlighted what the magazine believed was a problem, the PR team understood that a possible implication would be that Hanzell was in denial or that the winery was thumbing its nose at a powerful market influencer. Arnold was confident in her wines and in her findings. I recommended and organized a tasting of the wines for high-profile San Francisco wine writers and sommeliers at a prestigious San Francisco restaurant. The 20-plus wine professionals attending were invited to taste the wines in question and interview Arnold, Hanzell's sensory consultant and Fallis (who authored the white paper). The participants were impressed by the quality of the wine and its lack of discernable taint, the value of the information shared, Arnold's transparency and the winery's endeavor to act in good faith. The resulting media response was highly favorable. Nine months later, an open house was held to showcase the winery's rejuvenated facilities, including a new, state-of-the-art winery and barrel-aging cave. The winery was hailed for its forthright, honest and knowledgeable approach to a potentially devastating challenge. Evaluation of success Media response was overwhelmingly affirmative, and the winery was hailed for its forthright, honest and knowledgeable approach to a potentially devastating challenge. The winery and its proud history were awarded new and enhanced recognition in the marketplace. As an added award for Hanzell's openness and willingness to do the right thing, many of the media contacts who'd shown an interest in the company's problems and its response covered the winery again in June 2004, when Hanzell celebrated its 50-year anniversary and unveiled its new facilities. Now all print subscribers get free digital access Scan this mobile barcode or visit winesandvines.com/digitaledition. View this issue on your computer or any mobile device. DIGITAL EDITION W W W. W I N E S A N D V I N E S . C O M Win es & Vin es F EB RUA RY 20 13 63