Blogging, Branding and Public Relations

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Information about Blogging, Branding and Public Relations

Published on July 24, 2007

Author: pinotblogger



How to use blogging to sell more wine and build your brand

Blogging, Branding & Public Relations How to use blogging to help sell more wine and build your brand

Josh Hermsmeyer President, Capozzi Winery

Haven’t sold a single bottle of wine (yet)

You lost me at “Hello”

What’s in it for me? 1. Help you sell more wine 2. Build your wine brand

Why blog? Reason #1 Help You Sell More Wine

Case Study

Stormhoek Hired Hugh in 2005 and started a blog

Stormhoek Sales went from 50,000 cases to over 250,000 cases after they started blogging

Stormhoek five fold increase That’s a in less than two years

How? One explanation: Hugh sent bloggers free samples of Stormhoek wine and they blogged about it.

What happened According to Hugh: “Bloggers and their friends didn't start suddenly descending on supermarkets, buying the wine in large numbers.” Source:

What happened According to Hugh: “What happened is that by interfacing with the blogosphere, it fundementally changed how Stormhoek looked at treating their primary customers (the supermarket chains) and the end- users (the supermarkets' customers).” Source:

What happened According to Hugh: “[The challenge is that] there are hundreds of thousands of vineyards in the world, all trying to sell to the twelve or so mass market wine buyers in the UK.” “You need a story that cuts through the clutter.” Source:

Case Study #2


No sales #’s, but here are a couple interesting stats

800 # of mailing list sign-ups via

10,000 # of monthly visitors to pinotblogger

Tee-shirt giveaway

Hundreds of links = a conversation with the market

Cool Bonus: Got a book deal • Mention in the Wall Street Journal led to being contacted by a literary agent. • A book on starting our winery has to be good for sales, right?


Haven’t sold a single bottle of wine (yet)

So Just Imagine... what you can accomplish with some actual juice to sell!

Caveat #1 You need to make your blog a main focus of your marketing to really be successful

Caveat #2 Both Stormhoek and I are new to the industry and have nothing to lose

Takeaway: Blogging can help you sell more wine indirectly and The results can be phenomenal, especially given the extremely low cost

Why blog? Reason # 2 Build your winery brand

But first... What’s the difference between Marketing, Advertising, PR, and Branding??



Public Relations


Blogs help you outsource your PR to hundreds of people who can build your brand by word of mouth, for free. IF... ...your wine and customer service are remarkable

If your wine sucks and you act like a jerk, they’ll be happy to blog about that as well!

Google Juice

Google loves blogs

Around 40% of searches on Google are people looking to buy something

Blogging helps those people locate you because Google loves blogs (and the number of people shopping for or researching wine online will continue to grow)


Search for: “robert parker pinot” Text

Search for: “russian river pinot”

Search for: “cool russian river wineries”

Takeaways: It is cheap and effective to use your blog to get people talking about your wines. You just have to be remarkable. and Blogging helps your Google ranking, which will help more people find you.

Thank You!

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