Cornerstone Communications, New York

CASE STUDIES

The Client

The Golan Heights Winery, Israel’s premier wine producer, and its flagship brand, Yarden.

Yarden Katzrin Chardonnay

The Challenge

To break Yarden out the “kosher box” and take it mainstream while simultaneously maintaining ground within the kosher market, which is a key revenue stream for the winery.

The Strategy

Cornerstone advised making California-born and UC Davis-trained winemaker Victor Schoenfeld the “face” of the brand. A series of events and one-on-one media appointments were secured to introduce Victor and to highlight the winery’s modern, technologically advanced approach to wine.
Cornerstone brought the winery principals together with renowned California winemaker Zelma Long as consultant. In press releases and a California-based event, Zelma’s solid credentials reinforced the message that the Golan Heights Winery has old world history but a new world winemaking approach.
Cornerstone took full advantage of the winery’s new product output—such as a dessert wine made from induced botrytis, special bottlings supporting charities, new varieties such as Pinot Noir and Syrah, and an organic vineyard-designate Chardonnay—by sending strategic press releases and VIP samplings of product to boost editorial coverage in non-kosher features.
To maintain brand presence in the kosher market, Cornerstone centered additional activities around key Jewish holidays such as Passover and Rosh Hashanah, with events for the Jewish media and press releases.

The Result

Yarden Muscat Gift Box

Yarden’s media message has hit the bulls-eye with significant sales increases and a growing market impression that the winery represents quality, not kosher. In July 2004, Yarden proudly became Israel’s first Pinot Noir to be accepted by the International Pinot Noir Celebration. Supporting the Jewish market, placements generated during Passover 2005 alone represented circulation of nearly 16 million.

The Golan Heights Winery continues to trailblaze in the non-kosher market, with successful placements in mainstream publications including:

Named the number one “Greatest Wine Producer” and also the number one “Best Value Producer” from Israel in Tom Stevenson’s Wine Report 2004
Wall Street Journal
Newsweek
US News & World Report
Forbes
The New York Times
Bon Appétit
Boston Magazine
Delta Sky
Food & Wine
Food & Wine Magazine Wine Guide 2004
Gotham
The New York Sun
Los Angeles Times
Wine Enthusiast
Gourmet
The Wine News
Atlanta Journal-Constitution
Agenda NY