Peter Michael Winery Case Study

Launch of Ma Belle Fille
 

Background

The well-established and regarded winery Peter Michael in Knights Valley, California was preparing to launch a new single vineyard exquisite Chardonnay, Ma Belle-Fille named after Sir Peter Michael's daughter-in-law, Emily. Given that the winery staff was busy with launching a new book and with keeping its exclusive customer base happy, Peter Michael's team turned to Charles Communications Associates to execute two launches of the wine on site at the winery in Knights Valley, as well as in New York at the elegant Manhattan loft home of one of the winery's board members. In about six weeks time, CCA pulled whipped together an elegant launch with four star chefs and high level media attendance.

CCA Forte: Style and Originality in record time

Knowing the high standards of the winery and its owner, and calling on its international experience with planning flawless events in condensed timelines, CCA created an outdoor English country garden lunch and a hip, stylish New York rooftop cocktail party and lunch in record time.

We called upon the dynamic chef Ken Frank of La Toque in Napa Valley to create a carefully paired lunch showcasing the winery's three single vineyard Chardonnays and Cabernet Sauvignon and worked with the four star chef Eric Ripert of Le Bernardin in New York to make a rare getaway from his kitchen to cook at the private home of a board member of the winery. From the careful matching of the wines' nuances with cuisine that partnered perfectly to the selection of red poppies and matching linens to decorate the tables complimenting the poppy symbol on the PMW labels, no detail was overlooked.

Results:

Media
The winery cultivates the media on an ongoing basis, but wanted to have a special celebration to launch this wine,which was 20 years in the making. Top press from the world of wine, food, fashion, design and lifestyle were invited to participate in addition to a professional group of winery enthusiasts and business clients. The mix was a perfect recipe of media and the movers and shakers they cover. Those in attendance included journalists from: Forbes, American Lawyer, W, House & Garden, GQ, the Wine Spectator, Gourmet, Wine & Spirits, National Geographic Traveler, the Los Angeles Times, O Magazine and the San Francisco Chronicle among others.

Stories have appeared in: Food & Wine, the Robb Report (cover story), the Wine News, and a cover shot for the Wine Spectator, among many other outlets.

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