Issue link: http://winesandvines.uberflip.com/i/107279
MARKETING Brand Promise Fulfilled Hanzell Vineyards sets bar for handling PR crisis with class By Michael Fineman H anzell Vineyards is one of the original and most respected vintners in Northern California's Sonoma Valley wine country as well as one of the most acclaimed producers of Pinot Noir and Chardonnay. During summer 2003, winery president Jean Arnold faced allegations from Wine Spectator editor James Laube that Hanzell's wines were tainted by 2,4,6-Trichloroanisole (TCA)—a health-harmless group of chemical compounds that can alter the taste of wine, from completely "corking" the wine in higher levels to subtly diminishing the wine's fruit in lower levels. In extremely low levels (some would argue up to three parts per trillion), TCA is undetectable with the exception of the most sophisticated wine consumer palates. Hanzell was not the first wine Laube had taken to task for detected low levels of TCA, but Laube is a voice for the wine consumer, and his charges can be damaging. To make matters worse for the wineries criticized, their responses were rarely assuring. Seeking to clarify communication, Arnold engaged my Hanzell Vineyards' bucolic estate was found to be home to an unwelcome visitor during summer 2003: 2,4,6-Trichloroanisole. Patent # 7357069 Inspired Design Our spirals made from Premium, American or French Oak deliver 100% new barrel flavor (8 months) in as little as six weeks. Now you can boast authentic oak flavor using neutral barrels or tanks – with rapid, controllable and predictable results. San Francisco, Calif.-based Fineman PR firm to assist in crafting a reasonable response. The primary objective was to assure the brand reputation manifested as deserving of trust and holding to high standards. That meant a forthright, responsible and informed response, a demonstrated commitment to wine consumers and the courage to treat the issue as an opportunity rather than a predicament. The wine taint allegations were made by an editor of one of the world's best-read wine magazines, and the winery almost immediately began fielding questions from consumers. Hanzell's challenge was compounded by the lack of established standards for acceptable TCA levels, with the sensory threshold for TCA awareness appearing to be a moving target. Developing a PR strategy www.InfusionSpiral.com (800) 201-7125 West Coast–New York–Texas Len Napolitano (805) 712-4471 len@thebarrelmill.com Four toast levels Economical Sustainable Time-saving 62 W in e s & V i ne s F E B R UARY 20 13 Arnold and I put together an assertive communications campaign to demonstrate Hanzell's commitment to quality, good faith and transparency. The winery already had been experiencing increasingly reduced market awareness due to the exposure of so many new wineries. Arnold was determined to use this situation to rejuvenate the Hanzell image for a whole new generation of wine enthusiasts. The solution: assume marketplace leadership by addressing the issue responsibly and educating both the trade and concerned consumers about this little-known wine product phenomenon. Along the way, tell the Hanzell story, reinforce trade relationships and reach out to new audiences. The messages: Hanzell stands behind its wines, Hanzell stands for the best possible consumer experience, Hanzell continues to be a standard bearer