This post (about Pepsi reaching out to marketing bloggers) raises a good question about wineries reaching out to wine bloggers:
If you're a company watching all this unfold or looking back at similar campaigns from companies like Nikon and Stormhoek, keep in mind...you'll probably get more bang for your buck (and have an easier time getting coverage) if you focus on reaching out to the people who either already love your brand or who are representative of your target audience.
Certainly wine bloggers can make people aware of your wine, but you also need to target "wine evangelists": people who love your wine and want everyone to know about it.
How do you create/identify your wine evangelists? More about that next week...