Balzac Case Study 2

Client Case studies:

Strategic Account Management

Complete Marketing Program

Program Promotion

reputation development

category creation

brand reintroduction

business-to-business marketing

event management

Complete Marketing Program

Background:
The client is a Russian River Valley-based, boutique winery in its first vintage release, with a production of less than 5,000 cases of premium Pinot Noir, Chardonnay, and Zinfandel. The winery functions under an allocation model, with most of their sales conducted direct to consumer, and the remaining wines placed in high-end restaurants. The owners of the winery are relative newcomers to the wine business, but are committed to producing top-quality wines and building a strong brand.

Situation:
While the company had an impressive collection of experienced industry veterans on their management team, it lacked the wine marketing expertise in brand building and the knowledge to communicate their message effectively. Because the client only releases their wines twice a year, they needed a marketing and communications plan that would build consumer demand and increase their reputation among the trade year-round.

Action:
BALZAC provided strategic direction and counsel, drafted a comprehensive communications plan, and executed a Public Relations campaign to help the winery in all aspects of marketing their wines. This included developing key messaging, recommending pricing models and distribution tactics, coordinating and managing events, and handling all areas of communications and social media marketing.

Results:
With a strong foundation now in place and the help of BALZAC's execution, the winery completely sold out of their second vintage release by the time their fourth release became available. BALZAC continues to play an instrumental role to increase consumer and trade demand.