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2 0 V I N E YA R D & W I N E RY M A N A G E M E N T | J u l y - A u g 2 014 w w w. v w m m e d i a . c o m UNCORKING PR PAUL WAGNER that would otherwise never know you are alive. But if those new customers come at the cost of losing your existing customers, it's not such a great idea after all. A rapper who curses anyone over the age of 29 might not be an ideal partner for you, unless your wine brand has a pretty distinctive focus. Unless you're a major producer by volume, don't play to the whole wine market. Reach out to specific small markets and make sure they are populated with people who drink wine. Paul Wagner formed Balzac Com- munications & Marketing and is an instructor for Napa Valley College's Viticulture and Enology Depart- ment. He has been a columnist for V&WM since 2003. Comments? Please e-mail us at feedback@vwmmedia.com. It's a risk/reward equation. If there is little risk that the musi- cian will offend your existing cus- tomers, then some kind of alliance might well be worth it, particularly if the musician allows you to meet and make friends with a whole new audience – a part of that stadium money even more than wineries do. Musicians are a really inter- esting option, but remember that music is just like wine. People who like Alison Krauss may not like the Kronos Quartet. Can you afford to work with an act that might alienate some of your customers? THE Y'LL K NOW YOU BY YOUR LABEL With fresh, creative design concepts, state of the art production, and a worldwide distribution network, Wright Labels has the passion and experience to help you meet your marketing and branding needs. Large selection of In-Stock Materials s Flexo Roll Printing s Digital Roll Printing Foil Stamping and Embossing s Die Cut s Domed Labels Hang Tags, Shelf Talkers, Banners, Digital Signage, Mobile Apps #wright_global_graphics #retailive WRIGHT® Global Graphic Solutions /035)Ĵ30-*/"t(&03(*"t)0/(,0/(t$)*/" twww.wrightglobalgraphics.com