Issue link: http://read.dmtmag.com/i/402796
w w w. v w m m e d i a . c o m N o v - D e c 2 014 | V I N E YA R D & W I N E RY M A N A G E M E N T 1 9 costs by limiting the number of bottles shipped. However, if you have wines that need to make an important impact on the market, then you really need to make sure they get attention in the press and on blogs, not only to support the distribution and sales network, but also to help consumers find the wines and pull them through the marketplace. For wines like this, your media list should be much more aggressive – yet still targeted to writers who will appreciate the style and/or price-point. It's not unusual for us to organize samples shipments of such wines to more than 100 writ- ers at a time. TIMING IS EVERYTHING Because of the long lead times o f m a n y m a g a z i n e s , s a m p l e s shipped in January, for example, may not get tasted until February or March, and any articles written about it; stick with the tried and true. And since wines like this tend to be expensive, you'll reduce your of the wine. There is no point in sending a sample to a writer who m i g h t o n l y c r e a t e c o n t r o v e r s y There's little to be gained by sending writers samples of top-end, highly allocated wines. Manex has broad client experience in the winery supply chain and brings decades of experience in improving your operations and being your growth partner. For specific case studies please review our website. www.manexconsulting.com/success-stories Contact us today for a strategic operational assessment: 877-33-MANEX or email Judy Horgan at jhorgan@manexconsulting.com Founded in 1995, we deliver rapid, quantifiable results through an integrated portfolio of offerings in the following four key areas: § Strategy § People § Process § Performance The Corporation for Manufacturing Excellence Carlsen & Associates 707-431-2000 "At Montelena, we look to hire intelligent operators, both as workers and as the vendors that fabricate and maintain our equipment. The crew at Carlsen not only builds some of the most intuitive, robust, and functional gear available, but they also bring the attitude and aptitude in their service to overcome the problems we face at critical times during the year." ....Continued.... Matthew Crafton, Winemaker Chateau Montelena Winery Calistoga, CA " UNCORKING PR PAUL WAGNER