Balzac Case Study 6

Client Case studies:

Strategic Account Management

Complete Marketing Program

Program Promotion

image enhancement

reputation development

category creation

brand reintroduction

business-to-business marketing

event management

Image Enhancement

Background:
Retailing for less than $7.00 a bottle, this wine marketing firm's Napa Valley varietal wines are great values—but the winery was often in the shadow of larger producers.

Situation:
Following a change in national distribution, the winery wanted to generate excitement, interest, and sales for these excellent wines.

Action:
Balzac combined advertising and a strong media contact program with an innovative new release—a mythical reserve wine with a highly evocative name—that startled the industry into recognizing their wines.

Results:
Many of the media were so delighted with the effort, they reprinted the entire press release verbatim. And sales were not only up 35%, they have been redirected to the most profitable items. Balzac was awarded an international award for the program.