2. Valdo, the family-owned winery located in Valdobbiadene (the heart of Prosecco Superiore) since 1926, is a truly exceptional
Prosecco brand offering a distinguished selection of Italian wines. Cuvée & Co. is beyond thrilled to answer this Public Relations RFP
and has created a preliminary Brand Pillars / Communications Overview that would aid in our proposed PR strategy.
1) Family, Authenticity & Italian Roots
Unlike many other Prosecco brands currently dominating the American market, there is a family story to Valdo. This is an
extremely unique position, something our team would make every effort to highlight in our overall communications
strategy. Family, in general, and family events and holidays, are extremely important touchpoints in the U.S., and we can
make greater connections vocalizing this unique talking point.
2) Quality & Terroir
Refined aromas, balance and quality are the key features Valdo offers in order to produce unique and unrivaled terroir-
driven wines. Valdo strives to maintain ‘The Perfect Balance’ between technology, passion, innovation and tradition in a
process that guarantees extraordinary quality in every bottle.
3) A Passion For Prosecco
The name Valdo is immediately reminiscent of the upper regions of the Valdobbiadene, for which it is an ambassador
throughout the world. The name alone suggests a precedence to a culture of excellence, taste and know-how, earned by
hard work and tireless passion. It is from this passion that Valdo is created.
Amongst US wine consumers, who are already beholden by growing Prosecco curiosity and informed purchasing, Valdo could
the market and become the Prosecco of Choice amongst both American oenophiles and novices.
2
Valdo
Overview
3. 1. Garner consumer media attention for Valdo through product reviews, articles,
interviews, mentions, and profiles in leading consumer (lifestyle, food, travel,
women’s, and men’s magazines, etc.), business magazines and newspapers
(national and regional), and beverage, wine, and trade publications (wine and
drinks outlets), bloggers (consumer, business, and beverage trades), and
influencers (SM, IG, etc.).
2. The discovery phase will be as fast-tracked as possible. Taub / Valdo will provide all
the necessary input and answers (details of sales and distribution strategy, brand
assets, target SKUs, etc.) to develop and implement a finalized nine-month PR plan,
including a comprehensive media target list, press kit, and library of assets and / or
needs.
We will seek early victories, while nurturing and curating
long-lead opportunities.
3
Valdo
PR Goals & Objectives
4. 1) The increase in alcohol consumption (25% Gen Z, 28% Millennials,
and 29% Gen X) favors wine as a category, even throughout a difficult
2020. Online sales are booming with growth in the three digits.
According to consumer spending reports from Second Measure, the
market for direct-to-consumer (DTC) wine more than doubled between
the first and second quarters of 2020, and continues to grow, especially
in the affordable category.
2) In 2020, travel restrictions and socializing constraints gave rise to at-
home experiences for those yearning to explore virtually. The trend
continues. A virtual “flight” to Italy, through a personalized kit of Valdo
wines, enables oenophiles across the country to visit one of the most
coveted of wine regions in the world: Italy, via their taste buds. All while
while connecting with friends on virtual happy hours. As Elin McCoy, of
Bloomberg, said: “Streaming live experiences will be the new
oenotourism.”
3) Mindful American wine consumers overwhelmingly favor organic and / or
sustainable products. “Ethical wine” is the buzz word of 2021, and Valdo offers
Organic Prosecco, something vied after by the most astute of wine writers and
influencers.
4) Pink Prosecco is finally here! And the news cycle has only just started. Now
with more brands offering their own certified Prosecco Rosé, this absolutely wine
will the trend drink of 2021. A huge year for Valdo, having just released their own
Prosecco Rosé. Without fast network of Mionetto fans, we know exactly who to
pitch, how to pitch them, and what they are most interested in when it comes to
this highly-anticipated designation.
5) The Prosecco category is trending, growing, and has become a household
favorite in recent years, especially during the pandemic whereas Champagne
sales took a hit. First reaching global acclaim in the U.K, Cuvée & Co. has been
extremely tapped into the Prosecco market as of 2017, as well as the Champagne
market as of 2015. Nielsen reports that retail wine sales grew 19.3% by volume
and 24.7% by value. Prosecco sales at retail outlets rose an incredible 43% during
the first three months of the pandemic, and 34.4% during the summer months,
continuing to expand ever since, and enjoyed by all age ranges.
4
Valdo
2021 Wine & Prosecco Trends & Insights
Valdo enjoys many brand attributes that are particularly well suited to many current trends
5. At Cuvée & Co. we specialize in telling stories. Under the right strategy, PR is
capable of complementing brands in reaching sales goals and overall
visibility among target consumers.
We work in tandem with our clients to develop one unifying creative theme,
in addition to several thoughtful tactics, which serve to align all objectives
across traditional and digital mediums. With a vision that is active instead of
reactive, personalized instead of one-size-fits-all, we work with you to
prioritize and hit all metrics.
PR, Influencers, and a specialized and integrated communications approach
are symbiotic. When blended together, both online and offline, they work
together to create the perfect cuvée.
One made special just for your brand.
Cuvée & Co.
A PR & Social Hybrid Agency
6. We take a personalized approach to our work and aim to shower our clients in impressions and eventually: sales. Our client
success and stellar reputation among the media, wine elite, wine experts, sommeliers, chefs, influencers, and thought
leaders of today – as they change, frequently – are based on consistent creativity; sourcing and crafting newsworthy pitch
angles and stories. Journalists know that we represent only exceptional clients, and we always get them what they need,
when they need it. The same applies to our clients.
Our team will become a part of your team. Having worked in the Prosecco category for over 4 years, along with the
Champagne category, also for 4 years, we offer an in-depth knowledge of the sparkling wine world in the U.S. However, we
do not currently represent any sparkling brand.
We’ve also worked with some of the other greatest wines in the world from the Bordeaux Wine Council, Domaines Barons
de Rothschild (Bodegas Caro, Los Vascos, Légende, etc.), Masciarelli, Maison Joseph Drouhin, Planet Bordeaux, and Wine &
Spirits Magazine, to name a few. We know the most effective approach to take your wine to the top because we’ve done it
before.
Meanwhile, we’ve worked on a wide variety of campaigns across multiple platforms, under various objectives, budgets, and
deadlines. We understand that each and every single client is unique. What works for one brand, simply may not work for
another.
We act as your brand advocate on all fronts, whereas most agencies cannot provide top leadership on the day-to-day basis,
Valdo will have direct access to C&Co. Founder, Dana Bruneau, day or night.
And with us, you are always guaranteed total transparency.
6
Cuvée & Co.
What Makes Us Different
8. Established in 1887 in Italy, Mionetto produced exceptionally
fresh Prosecco wines. But in 2017. Champagne sales were on the
rise and this, coupled with miseducation of the sparkling
category in the US market, Prosecco was lost in the crowd, seen
as cheap, low-quality mixers. What’s worse, no one took them
seriously, nor did they understand the wines potential in the as a
stand-alone wine, nor were they known as authentic or even
Italian. With limited budget, we kicked off this campaign four
years ago amassing millions in impressions and equaling
hundreds of thousands in ad value dollars, over 4 years. We
doubled our numbers in 2018 and 2019, respectively. In 2020, a
notably difficult year, we tripled them.
How? With one unified theme, aggressive
sampling, non-stop pitching to lifestyle, regional,
national, and broadcast outlets, content
partnerships with influencers spanning wine and
lifestyle, events (in-person and virtual), and a
social media campaign that matched the vision.
Today the Prosecco category is trending.
Mionetto is now the #1 Selling Prosecco in the
world and #2 in the U.S.
Reinvigorating a historic Italian brand that was lost in the American crowd.
Case Study
Mionetto
PR & Social & Influencer
8
9. In 2017, on behalf of Mionetto, we partnered with
high-profile IG influencers and bloggers to create
content and buzz around Mionetto under a variety of
themes such as the MioMosa, Pizza & Prosecco,
#MioHappyHour, etc., highlighting Mionetto's
brunchability, pairability, and more.
The campaign was hugely successful and continued
throughout the years under new concepts and budgets
– resulting in a SM collection of highly conceptualized
and stylized images, not to mention multiple blog and
press hits, as many influencers are also contributors to
top lifestyle publications.
A great example of a creative and cost-effective way to
create digital content while simultaneously garnering
online impressions and press hits.
9
Case Study: Mionetto
Influencer & Content Creation Campaign
12. Our objective for Taittinger was to establish the
brand as the French Champagne of Choice for
consumers who wanted to demonstrate classic,
elegant, and elevated taste. We surpassed our PR
Impressions and SM Engagement goals each year
through the umbrella concept: the ‘Art of
Celebration.' On this foundation we built strategic
communication pillars, conceptualized high profile
press events, identified key national partnerships,
and created relevant stories from “Bubbles of Love:
Taittinger Does Weddings,” to “The Art of
Celebrating: Christmas In July,” to “Uncage My
Heart – Valentine’s Edition,” and as the SAG Awards
Official Champagne - to name a few examples.
Additionally, we created meaningful partnerships with
sommelier female ambassadors such as Belinda Chang,
Victoria James, and Chantelle Pabros, Carrie Lyn Strong,
who helped to define and develop key food pairings
and specialized content for deeper storytelling.
We also utilized the family element of Taittinger,
working with the daughter and Brand Ambassador of
the brand, Vitalie Taittinger, for press opportunities,
media tours, branded events, etc.
Throughout our three-year campaign, we reached
over a billion in impressions, equaling 6.5M in ad
value.
Taking a family-owned Champagne house to the next level.
Case Study
Champagne Taittinger
PR & Social & Influencer
15. Christmas in July | Highly successful long-lead media
event for holiday coverage held in NYC yearly at the
height of summer (2016-2018)
Champagne
Taittinger
Events
Christmas in July
15
16. Creating a presence during a global pandemic.
Case Study
2020-2021 Virtual Tastings
Virtual Events
2020 changed everything in the wine, spirits and
food industries, and we saw it coming.
In March of 2020 we began hosting virtual media
and influencer tastings, as we were concerned
about sustaining growth for our clients during the
global pandemic. Virtual tastings became the most
efficient way to keep our brands top-of-mind,
while staying in close contact with our long and
diverse rolodex of media contacts and influencers.
In the last year we’ve learned best and least
efficient practices surrounding all things virtual,
and we’ve learned a lot!
Whereas traditional in-person press events and
trips are costly and oftentimes result in
cancellations or long wait times to see results –
virtual tastings are more immediate. The results
have been unbelievable with media hits
everywhere from lifestyle, luxury, wine and spirits
trade publications, regional, and business press.
Not to mention the hundreds of thousands of
impressions in in-kind SM posts, shares, stories,
reels.
To date, we’ve hosted over 30 virtual media and
influencer tastings for seven different brands
obtaining over 250+ quality RSVPs, and countless
impressions. 16
17. A+ Virtual Tasting Attendees
Just a few of our quality attendees.
Alyssa Vitrano
Grapefriend
Brad Japhe
Conde Nast
Traveler
Brian Freedman
Food & Wine
Dave McIntyre
Washington
Post
Elin McCoy
Bloomberg
Elizabeth Rhodes
Town & Country
Jonah Flicker
Departures
Jami Suspic
HGTV Magazine
Rachel King
Fortune
Aaron Goldfarb
Esquire
Clarissa Cruz
Entertainment Weekly
Hannah Chubb
People Magazine
Chasity Cooper
Vinepair
Celine Bossart
CNN, VInepair
Samantha Leal
Well + Good
Ray Isle
Food & Wine
Michelle Manetti
Good Housekeeping
Cynthia Barnes
National Geographic
Sara Schneider
Robb Report
Christina Amoroso
Bustle
Sarah Tracey
The Lush Life
Chelsie Petras
Chel Loves Wine
Kat Odell
Vogue
Kat Craddock
Saveur
Al Culliton
Bon
Appetit
Leslie Sbrocco
TODAY
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Levi Dalton
I’ll Drink To That
20. Valdo
Methodology: Press Bureau
What Is “Press Bureau?”
Press Bureau is the day-to-day pitching, introducing and re-introducing of Valdo to target media outlets. In
other words, it is the overall day-to-day strategic pitching that will serve to create buzz and excitement
around Valdo resulting in brand awareness and impressions, while also identifying and recruiting new brand
advocates.
Proactive Pitching + Pitch Calendar
Through proactive and creative pitching, we will develop a three-month pitch calendar (to start) targeting
short lead, long lead, online, and influencer stories and themes.
Wine Sample Mailers / Submissions
In conjunction with the pitch calendar, we will coordinate the sending of 25-50 wine samples per month,
potentially more during heightened buying times (Summertime, Holidays 2021). We will keep an ongoing
sample spreadsheet including names, outlets, addresses, dates, and follow up. We will be aggressive with
sampling in order to see large results quickly.
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21. Valdo
Pitch Calendar
Potential Press Bureau Pitch Calendar may include
pitch angles such as:
1. Spring Wines
2. Mother’s Day
3. National Pizza Day
4. Prosecco Rosé, All Day
5. BBQ + Picnic Wines For Summer
6. National Drink Wine Day
7. National Prosecco Day
8. Fourth of July: Best White + Rose Wines
9. Chilled Summer Reds
10. Think Pink: National Rosé Day
11. World Chocolate Day
12. Outdoor Dining / Picnics / Entertaining
13. Halloween & Candy Pairings
14. Thanksgiving Food Pairings
15. Winter Bubbly & Pairings
16. Holidays: Drink Gift Guides + Gifting
17. Best Wines For At-Home Experimenting
18. DIY Wine Class: Travel To Italy With Valdo
HOME & GARDEN
How to Throw an Oscar Party
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22. Valdo Target Audience(s) - 1, 2, 3
Primary audience is lifestyle and consumer-
facing press (Examples):
● Bustle – Christina Amoroso
● Cosmopolitan – Alli Hoff Kosik
● Esquire – Jonah Flicker
● Food & Wine – Ray Isle
● Martha Stewart - Sarah Tracey
● Men’s Journal – Spencer Dukoff
● Refinery29 – Karina Hoshikawa
● Robb Report – Janice O’Leary
● Town & Country – Lauren Hubbard
● Travel + Leisure – Elizabeth Rhodes
● Vogue – Kat Odell
HEADLINE THOUGHT
“Host Your Own DIY Bubbly Tasting With
These Curated Wines From Valdo
Prosecco”
The tertiary audience is wine and beverage trade
media (Examples):
● Beverage Media – Marlena Hoffman
● Liquor.com – Jonathan Cristaldi
● Market Watch – Daniel Marsteller
● Sante - Roger Morris
● Vinepair – Vicki Denig
● Vinography - Alder Yarrow
● Wine & Spirits – Joshua Greene
● Wine Enthusiast – Alexander Peartree
● Wine Folly – Madeline Puckette
● Wine Review Online - Michael Apstein
● Wine Spectator – Alison Napjus
HEADLINE THOUGHT
“On Wine: A Deep Dive into Valdo’s
Innovative Approach to Prosecco
Winemaking”
Secondary audience includes business,
national, and regional media (Examples):
● Barron’s – Abby Schultz
● Bloomberg – Elin McCoy
● Business Insider – Meagan Drillinger
● CNN.com – Celine Bossart
● Forbes – John Mariani
● Fortune – Rachel King
● Los Angeles Times – Genevieve Ko
● Mass Live - Kenneth Ross
● NYT – Eric Asimov / Florence Fabricant
● Washington Post – Dave McIntyre
● WSJ – Lettie Teague
HEADLINE THOUGHT
“Meet The Family Behind Your New
Favorite Prosecco: Valdo”
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23. 2020 changed everything in the wine industry and virtual tastings became the trend and are here
to stay for the foreseeable future. Cuvée & Co. is highly knowledgeable in the sector and will
implement the idyllic “Flight” To Italy, via Valdo.
A play on a “flight” of wines, our offering of two key virtual tasting workshops are designed to
“fly” our media guests to straight to the hills of Valdobbiadene by sending them their own “in-
flight” press kit, with the intention of educating them on all things Valdo. No two brands are alike,
and the same goes for journalists. Thus, here is our in-flight menu:
1) First-Class / Private Flight Virtual Workshop To Valdo*
2) Premium / Traditional Class Virtual Workshop To Valdo
*Not included in Base PR Fees & Expenses.
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Valdo “Flights” To Italy
Virtual Tasting Series
24. 24
The first-class experience is a hyper-specialized tasting designed for an intimate group of key (10-20 consumer / lifestyle)
journalists and influencers. Our team would create special ‘in-flight’ tasting packs to go along with the virtual workshop,
which may include all the amenities of a first-class trip to Italy: eye mask, Italian snacks and treats, florals, ring lights
(ideal for zoom), candles, soap, or even, paired Italian lunches or dinners.
These private and / or first-class virtual tastings could also consist of elevated 1:1 / desk sides with top journalists such as
Elin McCoy – Bloomberg, Ray Isle – Food & Wine, or Florence Fabricant – NYT, etc. Typically, key wine writers will require
exclusive meetings with top CEO’s, management and / or winemakers, a full portfolio tasting, and will involve technical
questions. However, we could also offer these top writers a lovely paired lunch or dinner with a partner restaurant -
something that would be both memorable and appreciated amongst key writers.
With our wide network of brand partners, we would work to obtain both paid and in-kind partners to create and design
these kits. The virtual wine world has evolved as of late with more luxury experiences offered by brands globally. It is
now a competitive market, and a first-class experience will set us apart from the competition, while also providing an
intimate and educational overview of the wines.
Valdo “Flights” To Italy
First-Class / Private Flight Workshop
25. Valdo “Flights” To Italy
First-Class / Private Flight Workshop (Examples)
25
26. The premium / traditional workshop would involve selecting key members of the media to join a
large-scale Zoom virtual tasting (generally 15-30 guests, ranging from all levels of expertise).
Typically, these tastings will follow a theme, potentially Summertime Sipping or Holiday Gift
Guides.
Attendees will receive the wines prior to the pre-selected date / time. The conversation will
consist of an introduction of the brand led by a knowledgeable ambassador, a full tasting, and
discussion. Team will be provided with a detailed Run-of-Show and briefed on potential questions
and key attendees. Tastings usually last about an hour (the more guests, the more questions,
etc.).
In good faith, Cuvée & Co. will provide four (4) premium / traditional tastings at no extra cost.
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Valdo “Flights” To Italy
Premium / Traditional Workshop
27. Valdo
Measurement Goal
The Cuvée & Co. team will make every effort to establish the Valdo brand within US print and online
consumer, business, and trade publications, including bloggers and influencers. Our goal is to generate a
minimum of 75M impressions within a nine-month campaign (April 2021 - January 2022) to build
awareness around Valdo in target outlets. We will ensure qualitative, on-strategy, on-brand, and key
messages are communicated. Standard PR multipliers:
• Magazine/Print – Circulation*3
• Newspaper/Print – Circulation*2.5
• Broadcast/Radio/Podcast/Online - UMV (Unique Monthly Visitors) + Audience / Listeners
=Advertising Value Equivalent = 6.5*(Impressions/1000)
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28. Estimated Budget
(April 12, 2021 - January 12, 2022)
PUBLIC RELATIONS AGENCY FEES $4,500/Month
Press Bureau, Media Relations, Communications, Strategy:
• Nine-Month Pitch Calendar, Copy-Editing Materials & Assets, Creative Pitching, Press Releases, etc.
• Monthly Status Meetings, Bi-Weekly (Every 2 Weeks) Reporting, Progress, Analytics, etc.
• Access To Potential Partner(s), Branded Partnerships, New Opportunities, etc.
• Virtual Tasting(s) - 4 “Traditional” Virtual Tastings.” Included, in good faith.
• Quarterly Competitive Analysis Review. Included in good faith.
TOTAL BASE (9-MONTH CAMPAIGN) = $40,500.00
*ADDITIONAL & RECOMMENDED ACTIVATIONS / FEES / EXPENSES*
First Class Tasting Agency Fees (After Fourth Traditional Tasting) $1,500.00/Per VT
• Production: Coordinating Brand Partners, Developing Specialized Boxes, Invites, Outreach, Reporting, etc.
First Class Tasting Expenses (TBD) $2,250/Per VT
• Production: Coordinating Brand Partners, Boxes, Materials, Crinkle Paper, Packaging, Meals, Delivery, etc. Estimated.
Influencer / Content Partnerships Agency Fees $1,500/Quarter
• Identifying On-Brand Partners, Creating Contracts, Legalities, Coordination, Conceptualizing, etc.
Influencer / Content Partnerships Expenses $1,750/Quarter
• Fees For Influencer Participation, Branded Imagery, Sponsored / Boosted Posts, Image Rights, etc.
TOTAL RECOMMENDED (9-MONTH CAMPAIGN) = $54,000.00
29. Valdo On-Ramping
Timeline
Upon signature of written 2021 contract, the following deadlines will be met within the first month:
• Discovery Period: Obtain and review all written materials and assets from Valdo, such as tech sheets, press kits, photo bank, bios, etc.
Cuvée & Co. will assess all materials and send detailed follow-up questions and potentially provide (for media) copy-editing expertise.
• Finalize key brand pillars, talking points, target media list, and establish preliminary three-month pitch calendar, including all pitch
angles, holidays, and news for the campaign. The calendar is meant to serve as an overview and will continue to be updated as the PR
campaign progresses.
• Write and distribute first media pitch (such as ‘Summertime Bubbles With Valdo,’ for example). This first pitch will re-introduce the
brand to our vast network of media and influencer contacts and will serve as an “Agency of Record” announcement.
• For the virtual tastings, our team will begin to conceptualize the first date / time. Cuvée & Co. will begin to work on creative event
details, guest lists, timeline, preferred date(s), Run-of-Show, host(s), etc.
• Establish Dropbox, reporting formats, bi-weekly (every two weeks) check-in, monthly call schedule, sample send-out procedure,
invoice structure, etc.
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