Balzac Case Study 12

Client Case studies:

Strategic Account Management

Complete Marketing Program

Program Promotion

reputation development

category creation

brand reintroduction

business-to-business marketing

event management

Brand Reintroduction

Background:
An historic Napa Valley Winery...one of the very first in Napa County, has a long tradition of producing super-premium estate bottled Napa Valley wines. It is has been owned and operated by a single and equally well-established Napa Valley winemaking family continually from 1943 to present.

Situation:
Press coverage of the winery had not kept pace with the modernization of its winemaking facilities and the resulting improvements in wine quality and style.

Action:
The agency upgraded the winery's marketing materials to reflect the new style and quality of the wines, while initiating a national campaign to encourage wine and food editors to meet the family, taste the wines, and educate their readers about this important winery.

Results:
Feature news stories in virtually every major newspaper and wine publication in the United States. In addition, the program has established long-term relationships between the family and key media throughout the country. And sales trends have improved markedly.