The Challenges
The Monterey County Vintners & Growers Association sought to position its American Viticultural Area (AVA) as an ultra premium wine growing region by emphasizing the unique differentiating factors of the AVA among the increasingly competitive California and global wine market. The ultimate goals were to bring recognition for the quality of wines from the region, bolster traffic to the tasting rooms and ultimately increase wine sales regionally and nationally.
The Solutions
Parker Sanpei embarked on a year-long process to evaluate the diversity of the region, varietal selections, soil types, climate, and stewardship of natural resources, in order to clearly communicate the unique points of difference that define Monterey Wine Country. The county’s economy, lifestyle, agriculture and wines are defined by the cooling influence of the Pacific Ocean and specifically the Monterey Bay. This marine canyon, which is as deep, wide and long as the Grand Canyon, has earned the trademark name, Blue Grand Canyon®. The north to south, cool to warm, gradients present a Thermal Rainbow® effect, caused by the Blue Grand Canyon®, names which were trademarked by the Association. Once Parker Sanpei defined the message points, the team developed supporting press and print materials, along with presentations, to take on a national media tour.Results
Parker Sanpei’s efforts positioned Monterey’s Wine Country with media, trade and ultimately consumers. The results of an independent study conducted showed that a remarkable 33.8% of respondents recognized Monterey as a viticulture region, up from 5% within four years. The social media campaign strategy garnered 1.9 million impressions, increasing their Facebook traffic by 73% within a year. Media stories appeared in: San Francisco Chronicle, Wine Spectator, VIA magazine, Sunset, San Jose Mercury News, Haute Living, Miami Herald, Arizona Daily, Quarterly Review of Wines, The Los Angeles Times, NBC Bay Area News, International Wine Review, The Tasting Panel Magazine, and Wine Enthusiast, among others.