There are more than 2000 wineries in America, and many thousands more overseas, 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.
A new book by Harvey Posert and Paul Franson, called Spinning the Bottle, provides a collection of essays written by public relations professionals in the industry, who tell war stories and offer tips on what to do and what not to do.
The winery giants of the Central Valley are well represented in the book, with chapters dealing with E.&J. Gallo, Bronco Wine Co. and Delicato Family Vineyards.
Posert, a wine industry public relations veteran who directed PR at The Wine Institute and Robert Mondavi, has become the spokesman for Two Buck Chuck, Bronco's runaway success story. He writes about the lessons to be learned from that phenomenon.
Wine Industry Public Relations books like this one don't come cheap. For evidence of this, check the going price on: Successful Wine Marketing by Kirby S. Moulton and James T. Lapsley.