SACRAMENTO—The California Association of Winegrape Growers has selected Weber Shandwick and Cronin Communications to launch a campaign informing U.S. wine consumers and wine trade media of the vineyard practices that add value to California wines. The campaign will place emphasis on the many growing areas of California wine country and bring to life the reasons why California wines are diverse, unique, and of superior quality and value at every price point.
We conducted a thorough agency review and were extremely excited about Weber Shandwick’s approach to promoting California Wine Country in a creative new way,” says Karen Ross, president of CAWG. “Together with Cronin Communications, which has extensive background and knowledge of our industry and wine trade media, it brings the right combination of experience, resources and talented professionals to create an effective campaign that will show consumers and wine media the value of the winegrape practices that make California wine so special.”
Weber Shandwick’s consumer marketing practice will drive the campaign out of its Los Angeles and San Francisco offices. The campaign will include public relations, special events and visual communications, and will draw on Weber Shandwick’s expertise in food and beverage and commodity board marketing.
Cronin, based in St. Helena and specializing in wine industry clients, will handle a targeted campaign designed to communicate to wine media outlets the ongoing developments in growing techniques, vineyard practices and environmental sustainability issues that set California winegrowers and their products apart.