The Tasting Panel magazine

August 2018

Issue link: http://digital.copcomm.com/i/1013885

Contents of this Issue

Navigation

Page 69 of 132

august 2018  /  the tasting panel  /  69 A golden anniversary provides an equally golden opportunity to reflect on past vows, present values, and future vision. Fetzer Vineyards built its namesake heritage brand on seizing timely opportunities, so leave it to the Mendocino County pioneer to mark the milestone of its 50th year with a marketing campaign that not only pays tribute to the people and ideas behind its lasting success, but reaffirms its com- mitment to making wine anyone can enjoy any day of the week. At the heart of the anniversary campaign is the aptly named Storyteller Series. "When I joined Fetzer Vineyards two years ago, I remember saying that sometimes brand-building is about making up a story," Senior Brand Manager Sumona Pramanik says. "But the more I learned about Fetzer Vineyards, I was truly enthralled. Every time I sat down with [Vice President of Winemaking] Bob Blue, I'd learn something new and fascinating about our involvement with the farm-to-table movement or about the Fetzer family's 11 kids. I thought, 'We don't have to make up a brand story. We just have to uncover it.'" The headquarters of Fetzer Vineyards in Hopland, CA. PHOTO: GEORGE ROSE A throwback photo of Bob Blue, Fetzer Vineyards' Vice President of Winemaking. PHOTO COURTESY OF FETZER

Articles in this issue

Archives of this issue

view archives of The Tasting Panel magazine - August 2018