There are a couple of books that I have found invaluable this year and I thought I would share them with you. If you’re in a planning phase and looking for some guidance and fresh ideas for your winery public relations and marketing plan, you may want to add these two books to your list.
“Wine Marketing & Sales: Success Strategies for a Saturated Market” by Paul Wagner, Janeen Olsen and Liz Thach
This book has become my “bible” and I refer to it all of the time when developing strategies for clients. I think you will find it very helpful.
- Basic Wine Marketing Principles
- Research and Demographics of Wine Consumers
- Wine Branding
- Wine Advertising and Promotion
- Graphic design in the Wine Industry
- Wine Packaging and Labels
- Wine Public Relations
- Wine Budgeting and Pricing
- Three Avenues to Wine Sales
- Wine Sales and Distribution Management
- Direct Wine Sales-Wine Clubs and E-Commerce
- Establishing a Tasting Room
- Strategies for Wine Exporting and Importing
- Winery Repositioning and Turnarounds
- The Big Picture and Evolving Topics
“Spinning The Bottle” by Harvey Posert and Paul Franson
This is a book filled with case histories and stories from Wine PR experts Harvey Posert, whose bio includes many years as head of PR for Robert Mondavi Wineries, and Paul Franson, freelance writer who has worked in corporate and agency public relations for years.
Posert and Franson collected stories of 50 experts who were successful in their PR campaigns and some of the experts have included their contact information, which I think is a great bonus. Some of the case histories include: “Building a Name for Lodi Woodbridge” by Executive Director of Lodi Woodbridge Winegrape Commission Mark Chandler, “Some Tips on Wine Public Relations” by Paul Franson, and “Delicato Family Vineyards” by Cheryl Indelicato, Delicato’s Public Relations Manager.
I’ll be sure to share any others that I come to discover.