Background:
First in Napa Valley, the Charles Krug Winery has a long tradition of producing super-premium estate bottled Napa Valley wines. It is has been owned and operated by the Peter Mondavi family since 1943.

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 Charles Krug’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 Peter Mondavi 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 Peter Mondavi family and key media throughout the country. And sales trends have improved markedly.

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