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Charles Shaw and its PR lessons.(Bronco Wine Co.'s latest)
Charles "Two-buck Chuck" Shaw wines have been a phenomenal sales success, and media--with public relations work--has played an important role. With no marketing campaign by Bronco Wine Co., the producer, nor by Trader Joe's, the sole retailer, you still have probably heard about the wine from CNN, AP, Reuters, the Los Angeles Times or a hundred other sources. But in the beginning, it was word-of-mouth.
The Charles Shaw phenomenon demonstrates some basic ideas about public relations--concepts relating to the public's interests--and publicity, skill in handling media.
First, be an early, clear example of a trend. These days, good wine does not have to be expensive. We're making good wine all over California and many places overseas. Media have jumped on the negative news of the glut.
Second, take a leadership position. The Franzia family at Bronco …
- The wait is over: Crowd is slow, but steady, as grocer Trader Joe's opens in...
- News wire article from: Milwaukee Journal Sentinel (Milwaukee, WI) November 11, 2006 700+ words
...Glendale is 12,680 square feet. Trader Joe's does not have a full-service...and fresh and frozen entrees. Trader Joe's also is famous for its private...inexpensive wines. Sold under the Charles Shaw label, Trader Joe's "Two-buck Chuck" brand...
- Santa Fe, N.M., customers line up to get a taste of new Trader Joe's grocery.
- Newspaper article from: Knight Ridder/Tribune Business News August 17, 2004 700+ words
...lined up for the opening of Trader Joe's. The early birds grabbed...spent the past 14 years urging Trader Joe's to open a Santa Fe store...Chardonnay -- by California vintner Charles Shaw featured by Trader Joe's at all of its stores. The...
- Shoppers Flood Trader Joe's to Take Advantage of Wine Bargain.
- Newspaper article from: Knight Ridder/Tribune Business News December 14, 2002 700+ words
...pallets of Charles Shaw wine at the Trader Joe's in Modesto...a-bottle Charles Shaw wine -- an...best seller at Trader Joe's. Rumors...the Modesto Trader Joe's were a...is another Charles Shaw fan. "I bought...
- $1.99 Wine Flies Off Shelves at Trader Joe's Stores throughout California.
- News wire article from: Sacramento Bee (Sacramento, CA) December 28, 2002 700+ words
...industry. Charles Shaw wine, produced...shelves of Trader Joe's stores...bottle of Charles Shaw merlot Friday at the Trader Joe's on Marconi...In fact, Charles Shaw left the wine...177- store Trader Joe's chain...
- Trader Joe's has city plans.(Business Outlook)
- Newspaper article from: Albuquerque Journal (Albuquerque, NM) April 14, 2005 700+ words
...through. The possibility of a Trader Joe's in Albuquerque has sparked...locations when they travel. Trader Joe's has more than 220 stores...The varietal wines, made by Charles Shaw, are available only at Trader Joe's. The Santa Fe store also...
- Trader Joe's has city plans.
- News wire article from: Albuquerque Journal (Albuquerque, NM) April 14, 2005 700+ words
...through. The possibility of a Trader Joe's in Albuquerque has sparked...locations when they travel. Trader Joe's has more than 220 stores...The varietal wines, made by Charles Shaw, are available only at Trader Joe's. The Santa Fe store also...
- Trader Joe's Is A Step Closer.(Final)
- Newspaper article from: Albuquerque Journal (Albuquerque, NM) April 27, 2005 700+ words
...way for California-based Trader Joe's to seek the go-ahead...next phase. Pat St. John, Trader Joe's spokeswoman, said the...The varietal wines, made by Charles Shaw, are available only at Trader Joe's. The stores also sell...
- Trader Joe's lays plans for North Carolina stores.
- News wire article from: News & Observer (Raleigh, NC) April 5, 2006 700+ words
...area both possibilities. If Trader Joe's signs a lease soon for...Recent offerings at some Trader Joe's stores included organic...Buck Chuck," a line of Charles Shaw wines that are exclusive to Trader Joe's and sell for $1.99...
- The adventures of Trader Joe's.(TRADE talk)
- Magazine article from: Grocery Headquarters Turcsik, Richard July 1, 2005 700+ words
...the popular, inexpensive Charles Shaw private label wine sold at Trader Joe's, intoxicates consumers...about the inner workings of Trader Joe's itself. [ILLUSTRATION...change in September when The Trader Joe's Adventure: Turning...
- Trader Joe's in Roswell, Ga., now carries "two-buck Chuck".
- Newspaper article from: Atlanta Journal-Constitution (Atlanta, GA) November 21, 2006 700+ words
...way, savor this: "We have Charles Shaw," said Assistant Manager Kevin Price of Trader Joe's in Roswell. The giddiness over Trader Joe's in Atlanta can reach new...few weeks in business here, Trader Joe's has apparently navigated...
Source: HighBeam Research, Charles Shaw and its PR lessons.(Bronco Wine Co.'s latest)
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