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


Top Wine Trends to Expect in 2019

On this episode of The Barron Report, Paul Barron is joined by Emily Wines, master sommelier & vice president of wine and beverage experiences at Cooper’s Hawk Winery & Restaurants. The two discuss wine trends, understanding your wine menu, and what bar operators and owners should expect for 2019.

Some of Wines’ responsibilities include advancing team members’ knowledge of wine, serving as the liaison between Cooper’s Hawk and its individual restaurants, and engaging with guests and the brand’s 250,000+ Wine Club members. She also creates unique experiences centered around wine and spirits.

For your guest, it’s all about the journey of the wine - whether it be told through education, events, collaborative partnerships, or curated lifestyle adventures. Listen to this episode of The Barron Report for more insights on the new era of wine drinkers and building your 2019 wine list.


  • 15:05 - Wine Bar Technology Fads

  • 18:43 - Generational Changes and the New Breed of Wine Drinkers

  • 22:19 - Building Your 2019 Wine List

  • 28:35 - Seasonal Wine Trends

  • 1:52 - Creating Unique Beverage Experiences with Coopers Hawk

  • 4:36 - Wine Trends that Should Stay in 2018

  • 8:03 - Frosé and Other Wine Trends Living Up to Their Hype

  • 11:58 - What is Causing $20 Bottles with Surprising Quality


On a recent episode of the Barron Report, Paul Barron interviewed Shana Clark, Wine, Sake and Cocktail Journalist and Consultant, to review Wine Spectators Top 100 Wine List of 2018. For more on the latest wine trends, check out the video below.

Research 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.

Wine Experts Give Tips on How to Create the Perfect First Wine List

Guests aren't only making their dining decisions based on a restaurant's food. There's the atmosphere, service, and beer, wine, and spirits menu– that also play a significant role in creating the memorable culinary experience.

The wine selection at a restaurant is especially important. Not only do many diners feel that a perfect wine complements their dinner but the wine markup also works in an operator favor.

But creating the perfect wine list is easier said than done.

With that in mind, "SevenFiftyDaily" interviewed a few wine directors to get tips on how to launch a wine program for the first time.

Here are a few highlights from the eight tips mentioned-

Create a reasonable budget, stick to it and make the by-the-glass wines your highest margin sales

This seems like a no-brainer but it's easy to get carried away.

“It can be exciting and empowering to be able to order wine on the restaurant’s dime, but don’t let it go to your head," said Joe Campanale, the founder and wine director of Fausto in Brooklyn, New York. “Your highest-margin wines should be your by-the-glass wines, since you’re selling them the most on any given night.”

Organize your cellar

Once you have ordered the wines on your list, it's time to make sure your staff knows where everything is.

“Spend the time to create a clear-cut cellar map so that absolutely anyone can pull from the cellar if you’re not there,” said Campanale.

Mandy Oser, the owner and wine director of Ardesia Wine Bar in Manhattan recommends using color-coded in the cellar.

“It’s very quick,” said Oser. “And it’s incredible how a little bit of color will help your eye get to the bottles you need.”

Run on a lean inventory at first

Your first wine list won't likely be the final. Buying smaller quantities of the wine will make it easier to adjust and change your list up. The goal is to have a wine list that leads to sales and you may have to feel out your customer-base for a bit to determine what wines move quickly and what don't.

“Keeping an eye on cash flow is especially important during this time,” said Campanale. "So I would recommend buying smaller quantities so that resources don’t get tied up in inventory if you end up pivoting in your buying practices.”

Read more tips at "SevenFiftyDaily" now.

Want some inspiration on what to put on your wine list? Watch this episode of Foodable’s Smart Kitchen and Bar to get advice on how to build and pair your wine selection with your food menu.