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Creative Solutions for Coteries

Parker Sanpei is proud to have worked with amazing associations, developing and executing creative public relations and marketing campaigns that are in-line with their mission.

Paso Robles CAB Collective: Gaining Ground in Paso Robles


Challenge: The Paso Robles American Viticulture Area (AVA) was established in 1983 on the shoulders of its high-quality Cabernet Sauvignon and red Bordeaux varietals. But it wasn’t until 29 years later that the Paso Robles CAB (Cabernet and Bordeaux) Collective (PRCC) would emerge with the mission of promoting the full potential of the Paso Robles AVA in producing superior quality, classic and age-worthy Cabernet and red Bordeaux varietals to consumers, trade and media worldwide.


Solution: Parker Sanpei developed a compelling brand identity with messaging, membership and sponsorship communications, website evolution, marketing materials, and comprehensive budget. Initially approached to create and execute a consumer-only “CABs of Distinction” event, Parker Sanpei, understanding the power and impact the trade and media have on guiding consumer decisions, proposed the CAB Collective produce a media and trade component as well. Parker Sanpei utilized expertise and industry relationships to bring over 120 trade and media to this inaugural event in addition to attracting over 400 consumers to the tasting in under three months (65 percent of which visited from outside the area). Parker Sanpei has gone on to execute three subsequent years of successful, multi-day CABs of Distinction events which included the creation of the “Judgment of Paso” tasting seminar – an exclusive event which lined up Paso Robles Cabernet Sauvignon alongside award-winning Cabernet from Napa Valley and Bordeaux in order to prove Paso Robles Cabernet Sauvignon is on an equal playing field along with these other notable regions. The event launched an educated discussion around the potential and rise of Paso Robles red Bordeaux varietals at the event and in the media.

Parker Sanpei continues to execute the day-to-day membership functions, as well as engage media, trade, and consumers through creative story development and pitches, social media outreach, advertising campaigns, exclusive tours of member wineries, private tastings, and partnerships with national events.


Result: The Paso Robles CAB Collective has gained the attention of national outlets including: Wine Spectator, Wines & Vines, Wine Enthusiast, Tanzer’s International Wine Cellar, The SOMM Journal, The Tasting Panel Magazine, Sunset, Connoisseur’s Guide to California Wine, and Forbes, among others.