Global Vintners Uncorks PR Campaign Encouraging Wine Lovers to Savour Custom-Made Wine
TORONTO – January 25, 2016 – To encourage a new generation of DIY winemakers, leading personal winemaker Global Vintners Inc. has rolled out a national PR campaign promoting the benefits of custom-made wine.
“Our goal is to recruit a new generation of personal winemakers,” says Lynne Burnside, Group Marketing Manager, Global Vintners. “High quality juice and concentrates enable winemaking retailers to help consumers create delicious wines at a fraction of the price. Making your own wine and personalized labels is also a lot of fun!”
The campaign, created and managed by boutique PR firm Cowan & Company (cowanandcompany.ca), was designed to reach consumers at multiple touchpoints with fresh, original content and tips. Partnering with TV personality and trend-watcher Anna Wallner (annaandkristina.com), original content featured budget-friendly food, beverage and gift ideas with an emphasis on how do-it-yourself wine can make events of all sizes more affordable, fun and personalized.
To leverage the holiday season, Cowan & Company coordinated a TV media tour in Toronto, Hamilton, Ottawa and Winnipeg. During the TV interviews, Wallner shared her entertaining and gift-giving suggestions showcasing DIY wine. At the same time, three entertaining-focused matte stories featuring Wallner were developed by Cowan & Company and distributed by Fifth Story (fifthstory.com) and published in 200+ community and online media outlets throughout the holiday season. Cowan & Company also developed a Retailer Marketing Tool Kit to assist Global Vintner’s winemaking retailers across Canada initiate media relations in their communities.
The final phase in this campaign is launching this week with a digital partnership with Weddingbells.ca to share the benefits of DIY wine with brides. Two custom branded stories, highlighting how weddings can be editorialized with custom-made wine complete with personalized labels, will be published on Weddingbells.ca and supported with Facebook posts, tweets and integration in two newsletters in January and February.
To support the WeddingBells.ca campaign and its broader bridal marketing program, Global Vintners also launched a bride focused website this month called myweddingwine.ca.
About Global Vintners Inc. Global Vintners Inc. is the leading manufacturer and global distributor of personal winemaking products. For over 50 years the company has distributed wine kits under the banners of Winexpert, Vineco and Wine Kitz through a network of independent retailers in Canada, the United States, the U.K. and a number of other countries. Global Vintners Inc. is a wholly-owned subsidiary of Andrew Peller Limited, a leading producer and marketer of quality wines. For more information, please visit winexpert.ca.
About Cowan & Company
Cowan & Company is a boutique PR firm for first-class consumer brands. In addition to being named “Boutique/Small PR Agency of the Year” by IABC Toronto three times, C&C has been recognized with numerous awards for media relations, special events, social responsibility and marketing communications for client collaborations. Its clients include L’Oréal Paris, Jamieson Vitamins, Bier Markt and Pedorthic Association of Canada. For more information visit www.cowanandcompany.ca or @CowanandCompany.
Katherine Clark, Cowan & Company
416-462-8773 ext. 55