Issue link: http://winesandvines.uberflip.com/i/107279
MARKETING Arnold tells it like this. "Beginning in 1957, Hanzell Beginning with a cover story in the weekly wine helped pioneer the production of fine, estate-grown This article section of The San Francisco Chronicle, the California Pinot Noir and Chardonnay and originally appeared press reported on both the forthright way developed the style that wine lovers now assoin "Spinning the Bottle Again," the company had discussed its challenge ciate with world-class wines from Northern a compilation of strategies, tactics and solution, and the grace and leaderCalifornia. The wines were aged in French and case histories of wine public relations ship of Hanzell in sharing what it had oak barrels, a rare practice then in Califorlearned at great expense. edited by Paul Franson and Harvey Posert. nia. The objective was to compete with the Multiple wine trade publications Details: napalife.com/spinningthebottle.htm best wines that France had to offer and devoted space in their print editions to reflect the site-specific and distinctive terHanzell's findings and management of roir of these plantings. I felt a tremendous TCA. And in the second phase of the responsibility to carry on Hanzell's good PR program, in June 2004 several area name, its rich tradition and proud heritage." newspapers sent reporters to tour and Arnold says, "We went back to that cover the new cave and winemaking faciliresearch-based, pioneering tradition to get ties, resulting in a number of colorful feature out in front of our challenge. We shared our stories with photos. findings in consumer sensory thresholds, in winery sanitation protocols and in responding to criticism with Return on investment truth and dignity. I was determined to show what our brand The positive feedback that Arnold received from customers and stands for…high standards in wine quality, integrity and in the distributors, and its subsequent positive publicity, confirmed the credibility of our promise to consumers. A crisis like the one we winery's gain in new visibility, respect and rejuvenated sales— faced gave us that opportunity, and we made the most of it in a though it was by no means a slam-dunk. "It's incredibly difficult demonstration and communication of good faith." to restart case sales after stopping for several months," says Arnold. "The sales people have a short memory, and it's tough to Michael Fineman, founder of Fineman PR, has more than 25 years of recapture their attention." As a capstone to Hanzell's public relapublic relations, crisis communications and corporate consulting experitions program, Wine Spectator also showed its respect, featuring ence. He was named one of the PR profession's leading crisis commuJean Arnold among its list of women wine leaders less than two nications counselors by PR Week. Fineman is a member of California's years after initiating Hanzell's crisis. Wine Institute. Seeing results FOOD DIAGNOSTICS 'From grape to wine using Randox kits in oenology' Wine & beverage testing kits available: Acetic Acid Ammonia Copper Ethanol Glucose/Fructose Iron Lactic Acid Malic Acid Potassium Total Antioxidant Status Total S02 Randox Food Diagnostics, 515 Industrial Boulevard, Kearneysville, West Virginia, 25430 T +1 304 728 2890 F +1 304 728 1890 E enquiries@randoxfooddiagnostics.com I www.randoxfooddiagnostics.com AV1101 Food Diagnostics - Wines and Vines - Wine JAN13.indd 1 02/01/2013 13:01 TONNELLERIE GARONNAISE Rue François Appert – P.B. 95 21703 Nuits Saint Georges France MARMANDE FRANCE Natural Air-drying French Oak Exclusive U.S. agent: Françoise Gouges 2343 33rd Street – Santa Monica CA 90405 Office: 310-452-8147 – Cell: 310-403-8398 – Fax: 310-988-2835 www.sirugueusa.com – francoise@sirugueusa.com 64 W in e s & V i ne s F E B R UARY 20 13 For more information please contact Manny Martinez - 510 799 1518 boutesusa@sbcglobal.net Andy Gridley - 707 363 7555 usaboutes@yahoo.com www.garonnaise.com