Spinning the Bottle Again … Posert & Franson … Again!

Franson and Posert introduce Spinning the Bottle Again, an updated and revised version of seminal how-to book on wine public relations 

Napa Valley, Calif. — Paul Franson and Harvey Posert have introduced Spinning the Bottle Again:  More strategies, tactics and case studies of wine public relations, a heavily updated and revised version of the seminal how-to book on wine public relations Spinning the Bottle.

Spinning the Bottle Again: More strategies, tactics and case studies of  wine public relations updates Spinning the Bottle, the first book devoted to wine public relations. It’s a collection of theory, practical information and case studies about promoting wine, wine companies and wine-related issues.

The new book contains almost 25 new chapters covering such subjects as:

Fundamentals of public relations

• Wine Corporate, Marketing and Communications Strategy
• New Perspectives on Marketing Research
• Wine Events: Great PR or a Big Waste of Cash?
• Cause-Related Marketing in the Wine Industry
• Making the Most of Your Trade Association Memberships!

The New Public Relations

• Social Media and Wine PR
• Marketing to Millennials
• The Publicist and the Wine Blogger
• How to Get Results from Virtual Wine Tastings
• Tweeting Bordeaux

Case Studies of Wine Public Relations

• Building a Brand, Creating a Category (Prosecco)
• Reinventing the Wheel: A Case Study From Beringer Vineyards
• Hanzell Vineyards Overcomes Problems with TCA
• Mumm: TV Answers “21 Bottle Salute”
• History Comes to Life …
• Wine Public Relations Today
• Promoting Mendocino County’s Wines
• AWARE (American Wine Alliance for Research and Education)
• How a “Confusing Ad” Made Lots of PR Sense
• Community Outreach “Napa Valley Vintners’ Style”
• Establishing Leadership for Antinori Wines in America
• Sonoma Valley Auction and Wine Country Weekend

The PR Business

• Engaging & Managing Agencies – It Takes Two

A Final Word

Is the Wine Industry “Spinning” Out of Control?

These chapters are in addition to another two dozen useful chapters from the original book, many heavily updated.

In all, almost 50 experts tell how tell how to conduct effective public relations campaigns, including examples of programs they conducted and what they accomplished. The experts who contributed include long-time wine publicists and marketing experts as well as association officials.

How do you compete against 100,000 other wine labels?

There are more than 7,000 wineries in America, and many thousands more overseas, all trying to sell wine to American consumers. To do so, they must find a way to gain favorable attention so they can sell their wine in spite of excess supply and tough competition.

Making good wine – even great wine – or reducing prices isn’t enough. A successful winery must differentiate itself in the market, and the most cost-effective way to do that is public relations. Using both proven and innovative approaches to reaching potential customers, creative public relations campaigns have helped clever wineries prosper while others stumble.

Public relations is also effective for reaching audiences other than consumers. Campaigns aimed at distribution channels, local communities and government agencies and officers have helped expand sales outlets, allow direct shipping to customers and loosen draconian environmental regulations.

The studies were collected by PR experts Harvey Posert and Paul Franson, who both live in Napa Valley, the heart of America’s wine culture. Each also contributed chapters to the mix.

Posert was the long-time head of public relations for renowned Robert Mondavi Winery, the winery that changed the face of the American wine business, as well as the Wine Institute, the industry’s leading lobbying organization. He also worked in general public relations and spent time as a daily newspaper reporter.

Franson has extensive experience in corporate and agency public relations as well as business reporting and editing and founded and ran one of Silicon Valley’s largest public relations firms. For the last 16 years, he has been a freelance writer specializing in wine and related subjects.

The book is must reading for anyone involved in managing a winery or marketing wine. It’s as relevant to the student of wine and marketing as to the seasoned executive or winery owner, and a great source of ideas to even the most seasoned wine PR professional.

Both print and electronic versions are available.

The print version is $19.95 from Amazon and from Createspace .

The Kindle version can be bought for $9.99 from Amazon.com.

The pdf version is available for $9.99 at www.spinningthebottle.com.

The original version of Spinning the Bottle is also available for $20.

Visit www.spinningthebottle.com for more information.

For more information, contact Paul Franson at paul@paulfranson.com or (707) 258-0159 or Harvey Posert at hposertpr@comcast.net or 707-963-2685.

Note to editors: Request a pdf, Kindle or soft cover printed version at paul@paulfranson.com.