Steal This Play · May 7, 2026
Build a shared regional story and bring the writers to you
Six Regenerative Organic Certified wineries in Paso Robles pooled their relationships and brought 12 writers to the region without a big PR agency. Any handful of producers with a common thread can do the same.
Setup: Six Paso Robles wineries (MAHA Estate / Villa Creek, Booker Vineyard, Robert Hall Winery, Halter Ranch, Le Cuvier Winery, and Tablas Creek Vineyard) realized that together they were the highest concentration of Regenerative Organic Certified wineries of any wine region in the world.
The play: Instead of hiring a large PR agency, they pooled relationships, held weekly planning calls, shared a Google Drive, and worked with regional partners (the Paso Robles Wine Country Alliance, Travel Paso, the Regenerative Organic Alliance, and local transportation) to bring 12 writers to Paso around Earth Day.
Result: Their first "Paso Wine ROCs" media tour, built on one story six separate brand stories couldn't tell.
Your version: Find the common thread in your area: old vines, volcanic soils, women-owned wineries, sparkling producers, small family estates. Build the coalition, make the story easy to understand, bring people to the place, and give them a reason to tell it for you.
Credit to Ian Consoli, Marketing Director at Tablas Creek Vineyard, and the Tablas Creek Blog for the original behind-the-scenes account.