Wine PR Guide and Case Study Published

NAPA VALLEY, CA August 12, 2004 -- Over 50 successful public relations programs drawn from the wine industry are included in a new marketing pr book, "Spinning the Bottle: Case Histories, Tactics and Stories of Wine Public Relations," edited and published this month by Harvey Posert and Paul Franson (HPPR, 224 pages, $39.95).
   
From Blue Nun to Two-Buck Chuck, the book is an excellent guide for public relations and marketing executives and students. The evolution of Gallo's public relations program, Australia's assault on the American market and many spokesperson programs are included. "Spinning the Bottle" contains discussions of community relations, tasting rooms, food and wine programs and such marketing successes as Opus One and "Build a Better Burger." Domestic and international programs for regions and specific wine varieties are included.
   
The editors are well-known authorities in the field. Posert led public relations programs for the California Wine Institute, American Vintners Association and the Robert Mondavi Winery, and his work for Charles Shaw Winery ("Two Buck Chuck") was recognized as one of 2003's top marketing stories by Advertising Age.
   
Franson founded and managed a major California pr agency and is now writing about wine as a freelancer.
   
To order in California, send a check for $45 (including sales tax, postage and handling) to HPPR, 1140 Victoria Lane, St. Helena CA 94574; for other states the check should be $42; or visit the website www.spinningthebottle.com. The book is also available on Amazon.com and from the Wine Appreciation Guild.

("Spinning the Bottle: Case Histories, Tactics and Stories of Wine Public Relations," edited by Harvey Posert and Paul Franson, HPPR, 200 pages, 6"x9", ISBN#0-9747566-0-l.)





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