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Article: Charles Shaw and its PR lessons.(Bronco Wine Co.'s latest)
- Article from:
- Wines & Vines
- Article date:
- April 1, 2003
- Author:
CopyrightCOPYRIGHT 2003 Wines & Vines. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Charles "Two-buck Chuck" Shaw wines have been a phenomenal sales success, and media--with public relations work--has played an important role. With no marketing campaign by Bronco Wine Co., the producer, nor by Trader Joe's, the sole retailer, you still have probably heard about the wine from CNN, AP, Reuters, the Los Angeles Times or a hundred other sources. But in the beginning, it was word-of-mouth.
The Charles Shaw phenomenon demonstrates some basic ideas about public relations--concepts relating to the public's interests--and publicity, skill in handling media.
First, be an early, clear example of a trend. These days, good wine does not have to be ...