WINE COUNTRY PRESS
Media Contact: Sarah Flickinger
WEB SITE IS LATEST LAUNCH IN PASO ROBLES WINE COUNTRY BRANDING CAMPAIGN
Five year plan aims to build awareness and demand for Paso Robles wine region
Paso Robles, CAâ€”The new look of pasowine.com is the latest step in a branding effort launched to promote Paso Robles Wine Country, Californiaâ€™s third largest and fastest growing wine region. The new Web site features extensive information about the regionâ€™s history, wineries, vineyards and a special wine touring section guiding visitors through Paso Robles Wine Country. The new site is one piece of a larger $2.5 million, five-year branding campaign aimed at building demand for wines and wine grapes produced in the Paso Robles AVA.
The campaign is being driven by the Paso Robles Wine Country Alliance, formerly the Vintners & Growers Association, a cooperative of wineries, wine grape growers and associated businesses established to market the Paso Robles wine industry. Graphic design for the campaign was executed by San Luis Obispo-based Kraftwerk Design. The branding campaign is multi-tiered and multi-faceted, targeting trade and consumers on various levels through a variety of avenues during the next five years.
"This site will become a large piece of everything we do," explained Stacie Jacob, Executive Director of the Paso Robles Wine Country Alliance. "You can find everything thereâ€”winery information, touring information, regional history and individual vineyard profiles will be added in the first quarter of 2006. Wineries throughout California can even plan fruit purchases using our exclusive BUY PASO! tool located in the vineyard section of the site."
Referrals, print and online advertising, and search engines are expected to drive traffic to the site. As the identity of the region continues to gain momentum, the Wine Country Alliance plans to use the site as a central information bank for all things Paso Robles Wine Country. Other pieces of the new branding campaign launched throughout 2005 include:
The Paso Robles Wine Country graphic identity â€“ Created in early 2005, a new logo and tagline focus on the "distinct. different" qualities of the region. The logo is contemporary and representative of the productsâ€”wine and wine grapesâ€”it promotes.
Enhanced Trade Presence â€“ To increase awareness among retailers, restaurateurs and distributors, in the spring of 2005 the Paso Robles Wine Country Alliance took experts from the region on a "Grand Tasting Tour" through four national marketsâ€”New Orleans, Chicago, Denver and Seattle. In early 2006 the tour continues, this time traveling to the Atlanta, Dallas, Austin, New York City and San Francisco markets.
Enhanced Consumer Events â€“ In addition to expanding the four annual events hosted in Paso Robles Wine Country: a Zinfandel Festival in March, a Wine Festival in May, Paso Robles Wine University and a Harvest Wine Tour in October, Paso Robles Wine Country is adding consumer "road show" events, which coincide with the Grand Tasting Tour, giving wine enthusiasts around the country opportunities to experience Paso Robles wines.
National Advertising Campaign â€“ A national advertising campaign that began in July targets restaurateurs, trade and savvy wine enthusiasts through publications like Sante, Wine Spectator, Wine Enthusiast and others. The advertising initiative will expand in 2006 to other publications with similar audiences.
Grower Programs â€“ An assortment of grower programs including expanded marketing tools, networking opportunities and educational discussions through the regionâ€™s Quality Alliance continue to build notoriety for the wine grapes of Paso Robles among other wine regions.
"Our goal is to market the Paso Robles wine region," explained Jacob. "This area is spectacularly suited to growing world-class fruit and producing the wines specific to the terroir of this area. Now weâ€™re on a mission to educate the world about the place of Paso Robles, and what makes it distinct in the global wine market."
The Paso Robles American Viticulture Area (AVA) is located midway between San Francisco and Los Angeles on Californiaâ€™s central coast, covering roughly 24 square miles of geographic area and a multitude of distinct microclimates. More than 26,000 acres are planted to vineyards that provide fruit for Paso Robles wineries and others throughout the state. More than 100 wineries can be found within the Paso Robles AVA.
Distinct and different characteristics of the region include the greatest diurnal temperature swing of any California wine region, varied soil compositions and dozens of distinct microclimates. The range of factors contributes to the regionâ€™s production of more than 40 varietals, ranging from cooler area-loving pinot to premier warm acreage Cabernet and Merlot.
"The place of Paso Robles is special, which makes our wine unique," said Jacob. "Weâ€™re working to establish a brand that recalls something a bit unexpected."
The Paso Robles Wine Country Alliance (PRWCA), formerly Paso Robles Vintners and Growers Association (PRVGA), represents wineries, growers and businesses in Paso Robles Wine Country. Centrally located between San Francisco and Los Angeles, along Californiaâ€™s Central Coast, Paso Robles Wine Country is Californiaâ€™s fastest growing wine region. It encompasses more than 26,000 vineyard acres and nearly 100 wineries. For more information, visit www.pasowine.com
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