Objective

Fineman PR was tasked with launching Stéphane Derenoncourt’s first-ever U.S. wine label, Derenoncourt California.

Challenge

Stéphane Derenoncourt is a “rock-star” French winemaker who made his name during the ’90s as part of a group of young, unorthodox craftsmen who were successfully challenging the established Bordeaux Estate producers.

By 2010, Derenoncourt had become a legendary celebrity figure in the international world of wine, having produced some of the most collectible and prized Bordeaux wines on the market.

With all the famed winemaker’s prestige, there was concern that a highly priced wine in a depressed economy would not win the favor or attention of the wine media in an already heavily saturated wine marketplace. New Northern California wineries, and new wine releases from existing wineries, were too numerous to count.

Tactics

  • Exclusive tasting events hosted by the winemaker for top restaurant sommeliers in Napa, San Francisco and New York City.
  • Deskside tastings with top tier national and regional wine media.

Results

Total Potential Impressions: 21,678,033+

The campaign culminated in a seven-page feature in the Wine Spectator, arguably the most influential publication for the wine-buying public in the U.S.

The client attributed the following business results to Fineman PR’s campaign:

  • customer list increased 75%
  • orders increased 211%
  • revenues increased 46%