We have prepared
several case studies to provide some real-world
perspective:
Constellation
Wines
Goal:
Announce Results of Project Genome(SM),
one of the largest consumer research
projects ever conducted by the
wine industry.
Situation/Challenge
Constellation Wines
U.S., the largest premium wine company
in the United States and a division of
Constellation Brands, the world’s
largest beverage company, wanted to announce
the results of this groundbreaking research
to the wine industry trade media as well
as business and consumer media. The launch
of Project Genome(SM) should further
establish Constellation as a wine industry
leader.
Solutions
Koa created and managed
a dual live and Webex (online) press
conference in New York City that coincided
with a major industry event to ensure
press attendance. Constellation’s
CEO and other executives were the key
speakers. Media were able to attend the
press conference in person or via the
internet and were able to ask the executives
questions live or via email. Press
were also shown a presentation live in
NYC that was simultaneously streamed
via Webex and viewed by online attendees.
Koa drafted all press materials including
the announcement news release, media
invitations, fact sheets and internal
media Q & A for executives.
Results
Major media coverage in national and
international trade and business press
as well as national and local consumer
media coverage in publications including
Wine Spectator, Wine Business Monthly,
Progressive Grocer, Supermarket News,
Wines and Vines, San Francisco Chronicle,
Decanter, Southwest Airlines Inflight
Magazine, Wine Market Report, The Independent
(London), Business Standard (India),
Just Drinks, Pittsburgh Tribune- Review
and the Rochester Democrat and Chronicle.
www.cwinesus.com
Black
Box Wines
Goal: Launch
2001 Napa Valley Chardonnay
Situation/Challenge
Launch Black Box Wines
2001 Napa Valley Chardonnay in Northern
California and build awareness nationally
of new trend in boxed wine. There
was a need to overcome the negative association
with boxed wine.
Solutions
Aggressive media
relations and targeting of consumer and
trade press.
Results
Major media coverage
in local consumer publications as well
as national trade publications including
the New York Times, San Francisco Chronicle,
Diablo Magazine, Oakland Tribune, Sacramento
Bee, Wine Business Monthly, Napa Valley
Register, KGO AM 810 “Dining Around
with Gene Burns”. Media coverage
resulted in securing a variety of retail
partners including Beverages and More!
in California as well as increased consumer
awareness and purchasing in the Bay Area. Widespread
awareness and brand success led to Black
Box being acquired by Pacific Wine Partners,
a division of Constellation Wines U.S.,
the country’s largest premium wine
company. Today, Black Box is the
category leader nationwide
www.blackboxwines.com
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