The ChallengesOne of the Central Coast’s pioneering producers, Laetitia Vineyard & Winery was recognized and celebrated for its estate Pinot Noir and sparkling wine made in the scenic Arroyo Grande Valley AVA. But with nearly 30 vintages behind them, the leadership at Laetitia had ceased to see the attention they deserved for new initiatives, wines, and approaches to viticulture and winemaking, particularly from wine critics.
The SolutionsParker Sanpei brought focus to the winery’s public relations program, including increased media and trade recognition for Laetitia. To accomplish these goals, a strategic communication plan was created to implement creative press releases and story ideas, organize media sampling and panel discussion opportunities, and arrange media tours to the winery as well as one-on-one meetings between winery principals and media across the United States.
In just the first year of representation, Parker Sanpei increased visibility for Laetitia Vineyard & Winery by over 90 percent; media successes grew to a total of 402,055,606 impressions, resulting in sales that exceeded projections. Parker Sanpei also managed media for Laetitia’s winemaker dinner at the James Beard House. Overall, the brand received positive endorsements from regional and national publications, including: Wine Spectator, The Tasting Panel Magazine, Wine Enthusiast, Wine & Spirits, Brides.com, 805 Living, Sunset, American Airlines, Forbes.com, Haute Living, SELECTA, Florida Sun Sentinel, Wine Business Monthly, Connoisseurs Guide to California Wine, International Wine Cellar, The Wine Advocate, Chicago Tribune, San Francisco Chronicle, and The Today Show, among others.