Issue link: http://read.dmtmag.com/i/111102
I asked two PR friends – and early mentors – Eddy and Folsom for their thoughts on creative PR strategies, and to share an example of a particularly effective program they developed. Their input follows, along with details about a program I created at Rodney Strong Wine Estates. YEAST GONE WILD Folsom and his team worked with Franciscan Estate in the Napa Valley on its chardonnay, Cuvée Sauvage, which is made using only wild (native) yeast. They were asked to come up with a PR program to highlight the wine, and they conceived and developed a media event called "The Art and Science of Wild Yeast," which involved assembling a panel of wild-yeast experts from different fields. Folsom + Associates researched and identified a baker who made Experts from the baking, brewing and winemaking fields discuss the merits of wild yeast at an event hosted by Franciscan Estate. Zyme-O-Enzymes Bioferm & Springcell Red Star & Springer Yeast Color Tan & Querca Tan Range Heinrich Oak Chips, Powder & Staves For Precision in Barrel Alternatives choose Parsec Micro-Oxygenation and Heinrich Oak Products Malo Plus, HA, D, & Multi Bacteria BECO Filter Sheets & Pads Parsec Micro-Oxygenation Systems Stoltzle Crystal Stemware Bartlett Press Membranes Padovan Filtration Systems Cellar Supplies & Fining Agents Check out our website or call us for more information! American Tartaric Products, Inc. 1230 Shiloh Road, Windsor CA 95492 (707) 836-6840 www.americantartaric.com w w w. v w m media.com M a r - A p r 2 0 13 | V I N E YA R D & W I N E RY M A N A G E M E N T 109