MONTEREY, CA—North Carolina-based public relations firm French/West/Vaughan is taking part ownership—along with client Lorena Garcia—of a new collection from winery Baywood Cellars, for which the PR firm will provide marketing support.
Celebrity chef and television personality Garcia has signed a deal under which Baywood will bottle and distribute a new collection of varietals under the Lorena Garcia name. Garcia, Baywood Cellars and FWV will collectively own the brand and share in its sales proceeds.
“All three partners to the deal are vested in the success of the brand and we are very excited about the sales potential and marketing support behind the Lorena Garcia brand,” says John Cotta, president of Baywood Cellars.
FWV will support the launch with PR, trade and consumer point-of-sale materials, wine tasting dinners in select cities across the country where Garcia will personally oversee the menu and make appearances, as well as select in-store appearances by Garcia at key accounts.