Background: Doukénie Winery, privately owned and one of Virginia’s award-winning wineries, is located in Loudoun County, DC’s Wine Country. On 425 acres of farm land, the winery produced its first vintage in 1995 and produces 4,000-5,000 cases per year consisting of six whites, ten reds and one dessert wine. The wine is sold at the winery and through its private club, The Heritage Club.
Challenge: Our primary goal was to increase visitors to the winery on an ongoing basis, increase the wedding and private event business and get exposure for the winery in the local and regional area through public relations. Competing with over 35 wineries in Loudoun County, we focused on the location being only 60 minutes from Washington, DC, the winemaker’s knowledge and speaking capabilities, along with the many awards the winery continues to receive.
Solution: We began our Public Relations effort with Sébastien, the wine maker, getting local TV and radio exposure for wines that were being launched in the spring. October is Virginia Wine Month and we capitalized on that effort. Working with the Loudoun County Visitors Association and the Virginia Wine Marketing board, Doukénie had been in the local news almost every month for the first two years.
- Ongoing PR Results: more than 80 pickups in national and local publications and online content providers
Washington Post, Food section, Events Listings and Going out Guide, Loudoun Magazine, Leesburg Today, Loudoun Times-Mirror, Old Town Crier, The Hill, Washington Lobbyists RAMW, DC MetroMix, Washington Business Journal, Food Service Monthly, BisBash, Virginia Travel Corporation and Loudoun County Visitors Association blog, NBC 4, WHRO TV, Norfolk; WTOP/Federal News Network; WBAL, Baltimore, Sirius Radio Broadminded Broads, Edgeonthenet.com, about.com, Academic Vino, Wine Enthusiast.
- This effort to date is valued at $525,000 in earned media.
- Worked with Visit Loudoun for wine maker to be key presenter and wine provider at PR luncheon in New York with writers from Food & Wine, Travel & Leisure, Wine Spectator, CBS This Morning, Good Morning America and others. Total UVM reach: 71 million
- Pitched the Taste of Science event to science writer at Washington Post. Got exposure in new audience segment, science interest. Event sold out three months in a row.
- Wine Enthusiast rated nine wines and each received a rating of 85 or above.