Cooper’s Hawk Partners with the SAG Awards To Increase Brand Awareness

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On this episode of The Barron Report, Paul Barron speaks with Emily Wines, master sommelier & vice president of wine and beverage experiences at Cooper’s Hawk Winery & Restaurants. In this Skype interview, the two discuss the latest feat for the winery, partnering with the Screen Actors Guild Awards®, and how to utilize partnerships to increase brand awareness.

In November, Cooper’s Hawk announced that they are the Official Wine of the Screen Actors Guild Awards® 25th Annual SAG Awards. To salute the silver anniversary, the winery has created a special wine named the “Artist’s Red Blend.” The wine is a limited-edition, with a commemorative label, and will be served during the Awards ceremony on Sunday, Jan. 27, 2019. Furthering this special partnership, Cooper’s Hawk will be hosting an exclusive event for it’s Wine Club Members.

When discussing methods of how to increase a wine brand’s awareness, Wines details how previous partnerships with celebrity chefs, like Tyler Florence, and other wineries for Cooper’s Hawk have proven to be successful.

Watch this video above for more marketing tips like virtual wine tastings, and how to educate your clients.


  • 7:33 - Wine Marketing Tips for 2019

  • 9:52 - Wine List Tips

  • 12:41 - Virtual Wine Tastings

  • 14:31 - What’s New for Cooper’s Hawk

  • 0:11 - Cooper’s Hawk Partners with SAG Awards

  • 2:32 - Artist’s Red Blend and How Brands Align

  • 6:03 - Breaking Down the Blend


Produced by:

Rachel Brill

Rachel Brill

Social Producer


Study Reveals Insights About Today's Wine Buyers



As we have said previously, November and December is the wine-buying season. Consumers are celebrating and these parties, dinners, get-togethers, etc almost always include libations.

But what exactly are wine buyers looking for when it comes to wine?

"Wine Intelligence" has released its US Portraits 2018 that outlines the U.S. wine market and how it is the "Holy Grail."

In the U.S. alone, there are 84 million regular wine drinkers, making the country the “most populous wine market” in the world.

"Wine Intelligence" has broken down today's wine consumer into six segments including Engaged Explorers; Premium Brand Suburbans; Contented Treaters; Social Newbies; Senior Bargain Hunters; and Kitchen Casuals.

19 percent of all wine drinkers are in the Premium Brand Suburbans group. This segment is mostly made up consumers that are middle-age to older age.

"They spend much less on a bottle of wine than most wine consumers and they are hard-wired into staying with wines and brands they know, and members in this group happen to know more about wine than any in the five other segments," writes "Forbes."

Then the Contented Treaters make up 17 percent of wine buyers. These drinkers are aged similar to the Premium Brand Suburbans group, but they have more of a disposable income and love to splurge on wine. They don't tend to drink wine as regularly though but are looking for rarer bottles of all types and care much more about where the wine comes from.

Social Newbies is the youngest group and makes up 14 percent of total wine buyers. On average, a Social Newbie consumers wine twice a week.

"Their spending is right in the middle between high and low spenders. Their wine knowledge is limited so they rely on recommendations, which means they can be a fickle market," writes "Forbes."

The segment that buys wine the most are the Engaged Explorers. This group is made up of younger populations. Accounting for 10 percent of all wine drinkers, Engaged Explorers also spend the most on high-priced wines. They are looking for unique wine styles from all countries and regions.

Read about the last group and more about these segments at "Forbes" now.

Looking for some new wine selections to add to your wine list or beverage program that are sure to attract the wine drinkers in all the segments above?

On a recent episode of The Barron Report, we took a closer look at some of the wines on "Wine Spectator's" annual Top 100 wine list with the Wine, Sake and Cocktail Journalist and Consultant Shana Clark. Watch the video below to learn more about these bottles and why they made the coveted list from this wine expert.

Bellacosa Wine Co. is All About Lifestyle and Consumer Experience

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Bellacosa which translates to mean a “beautiful thing” in Spanish, is the name of a winery that focuses on the beautiful life experiences it can bring to those who drink it.

On this special episode of The Barron Report, Paul Barron is joined by President & CEO of Bellacosa Wine, Dan Cohn, in our live podcast studio set to discuss current wine trends and Cohn’s groundswell tactics.

Son of the famous Bruce Cohn, Dan began to learn the wine business at a young age through his family’s winery. He walked the vineyards, worked in the cellar, and was raised around some wine industry stars – like Helen Turley, Merry Edwards, and Steve MacRostie.

Cohn takes this experience with him to Bellacosa as he created the 2015 Bellacosa Cabernet Sauvignon to look like $100 bottle, drink like $50 wine, and give it a price point under $25.

Watch this episode of The Barron Report for more insights on how Cohn prices and educates his buyers on the wines, and how he travels around the states to market his brand.


  • 12:40 - Technology in the Wine Industry

  • 13:57 - How to Stand Out Against Competitors

  • 18:32 - State to State Wine Consumption

  • 21:25 - Reduction of Focus on the Napa Vineyards

  • 1:14 - Behind the Cohn Name

  • 3:49 - Focusing on the “Beautiful Thing”

  • 4:57 - Wine Tasting on Set

  • 7:56 - Setting the Stage for Millennial Diners

  • 9:17 - Educating Restaurant Servers and Staff on Your Wine Brand

  • 11:32 - Understanding what Bellacosa Is