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Organization,Petite Sirah,PS I Love You,Public Relations,Wine,Wine Business,Wine Education,Wine Making

Petite Sirah resume, also to be part of the Petite Sirah timeline on psiloveyou.org

I was recently accused of not knowing much about Petite Sirah on this website, by someone who doesn’t know what I’ve done. (Thanks Larry Schaffer for defending my honor. My guys are the BEST!)

Larry wrote: First off, let me say that Jo Diaz is the heart and soul of the PS I LOVE YOU organization. Without her, there would be NO such organization and a lot of the press on the variety over the past 5 years simply would not be. I am a proud member of PS I LOVE YOU and respect Jo for who she is and what she does.

Meanwhile, it still got my goat, after 10 years of advocating against all odds; like wine editors who have said, “I can’t take another of Jo’s press releases with statistics!”

The guy on the Website wrote, and this is what got me going:

Sounds like a pretty cranky rant to me. Not sure what Jo’s association with PS exactly is, but I gather he does PR work for Foppiano, a wnry [sic] whose focus is PS.

(Not the accuser’s fault. “Forgive them, Father, for they know not what they do.”)

My blog post was anything but a rant; it was a legitimate question. Should Petite Sirah be a Rhône Variety?

It prompted me to create a timeline, for couple of reasons:

  1. The PS I Love You Website needs updating… I’ve been so busy doing it the last 10 years, I hadn’t formally been keeping track of those activities.
  2. A resume is a good thing to have.
    • If anyone wants to know if I can be effective, this resume speaks for itself.
  3. It’s a great time to thank Patrick Fegan, again, for his help with my continued research. Patrick’s vocation is operating the Chicago Wine School.

In 2002, I became Foppiano Vineyards‘ publicist. I remained their consultant for eight years. During those eight years, I not only learned a lot about Petite Sirah, I also taught many things that had to do with Petite Sirah for the winery.

Additionally in 2002, I began PS I Love You, the Petite Sirah advocacy group responsible for greatly improving the visibility and understanding of Petite Sirah. The following timeline is all that’s been achieved during this time, bringing the PSILY timeline up-to-date.

TIMELINE

2002

  • Foppiano Vineyards
    • Launched the First Annual Petite Sirah Noble Symposium
      • It will repeat for six years
      • Foppiano is the sponsor (PSILY did not organize this event, Diaz Communications did for the Foppianos.)
  • For Petite Sirah
    • Diaz Communications (Jo Diaz PR/marketing company)
      • Launched PS I Love You, a wine variety marketing group for Petite Sirah
      • Created the logo and mission statement
      • Created the Website www.psiloveyou.org
        • We’ve had four incarnations since the first Website
    • Administered Charter Members (in the order of membership)
      1. Foppiano Vineyards
      2. Rosenblum Cellars
      3. Wilson Vineyards
      4. Silkwood Wines
      5. Barra Family Vineyards (Helped for many years, but no longer a member)
    • Began a massive press release campaign
      • Which has been unrelenting for the last 10 years (at least six press releases each year)
    • Began to gather publicity on the Web as a result of written stories
    • STATS
      • Acres ~ 4,741*
      • Growers & Producers ~ 67

2003

  • Charter Membership continued
    1. Mettler Family Vineyards
    2. Langtry Estate and Vineyards
    3. Trentadue Winery
    4. Concannon Vineyard
    5. Girard Winery
    6. Lava Cap Winery
    7. Bacigalupi Vineyards
    8. Field Stone Winery
    9. Heringer Estates
    10. Parducci Wine Estates
    11. Pedroncelli Winery
    12. F. Teldeschi Winery
    13. EOS Estate Winery (Helped for many years, but no longer a member)
    14. Bogle Winery
    15. Masset Winery
    16. Vina Robles
  • Heritage Clone Vineyard project begun with UC David started
    • Working through Dr. James Wolpert
    • Patty Bogle is chairwoman
    • Louis Foppiano is on the committee
  • Marketing committee begun ~ Dave Pramuk of Robert Biale Vineyard is committee chairman
  • Continued media relations
  • Incorporated Petite Sirah I Love You, Inc.
  • Created a 501 (c)(6) non profit
  • American Wine Society panel on Petite Sirah
  • Foppiano’s Second Annual Petite Sirah Symposium
  • Life Time Achievement Awards
    • Louis J. Foppiano
    • Jim Concannon
  • STATS
    • Acres ~ 5,166*
    • Growers & Producers ~ 160

2004

  • Petite Sirah glass was created by winemakers of Petite and Eisch Glasculture
  • Foppiano’s Third Annual Petite Sirah Symposium
  • STATS
    • Acres ~ 5,467*
    • Growers & Producers ~ 187
  • Took Petite Sirah on the road with the Blue Tooth Tour, sponsored by Concannon Vineyard with a $250,000 budget from Concannon
    • First 10 days
    • Motor home journey, for trade and media only
San Fran. Los Angeles Phoenix Santa Fe Dallas Houston
  • Second 10 days
  • Motor home journey, for trade and media only
Boston New York Baltimore Atlanta Charlotte Orlando Miami

2005

  • Foppiano’s Fourth Annual Petite Sirah Symposium
  • STATS
    • Acres ~ 6,093*
    • Growers & Producers ~ 269
  • Took Petite Sirah on the rail with the Blue Tooth Tour, sponsored by Concannon Vineyard with another $250,000 budget from Concannon
    • Two luxury rail road cars, again for trade and media only
    • First week
Seattle Portland San Francisco Los Angeles
  • Two luxury rail road cars, again for trade and media only
  • Second week
Fort Worth St. Louis Chicago

2006

  • Foppiano’s Fifth Annual Petite Sirah Symposium
  • Society of Wine Educators panel on Petite Sirah
  • PSILY partners with the National Pork Board
    • Seminar and tasting
      • At the National Taste of Elegance in Baltimore
  • STATS
    • Acres ~ 6,523*
    • Growers & Producers ~ 332

2007

  • Began an Annual consumer event
    • Dark & Delicious Petite Sirah™ in February
    • Consumer event held at Rosenblum Cellars
  • Foppiano’s Sixth Annual Petite Sirah Symposium (Foppiano decided that this one would be their last one.)
  • Santa Fe Chile Fiesta panel on Petite Sirah
  • PSILY again partners with the National Pork Board
    • At the Midwest Regional Taste of Elegance in Baltimore
  • Masters of Petite Sirah event at Markham
  • Wineries with a Petite at least 10 years old poured at this unique food and wine event, November 2007
  • STATS
    • Acres ~ 6,859*
    • Growers & Producers ~ 378

2008

  • Dark & Delicious Petite Sirah™ ~ Second Annual
    • Held at the Palace of Fine Arts, San Francisco in February
  • Winefest (Sarasota) panel on Petite Sirah
  • PSILY partners with the National Pork Board
    • Seminar and tasting
      • At the National Taste of Elegance in Baltimore
      • Universal Studios, Orlando
  • STATS
    • Acres ~ 7,320*
    • Growers & Producers ~ 425

2009

  • Dark & Delicious Petite Sirah™ ~ Third Annual
    • Held at Rock Wall Wine Company
  • Concannon’s Seventh Annual Petite Sirah Symposium
    • Taken over by Concannon Vineyard (with Louis Foppiano’s blessings)
    • Sponsorship, with Diaz Communications being the event organizer
  • Winefest (Sarasota) panel on Petite Sirah
  • PS I Love You advocates, called Groupies, hold their first BBQ with Petite Sirah wine brands at Gustafson Vineyards
  • STATS
    • Acres ~ 7,592*
    • Growers & Producers ~ 620

2010

  • Dark & Delicious Petite Sirah™ ~ Fourth Annual
    • Held at Rock Wall Wine Company
  • Concannon Vineyard’s Eighth Annual Petite Sirah Symposium
  • Midwest Wine Grape Symposium panel
  • PS I Love You advocates, called Groupies, hold second annual BBQ with Petite Sirah wine brands at Gustafson Vineyards
  • Petitioned the TTB to recognize Petite Sirah and Durif as synonyms
    • Helping with the project
      • UC Davis
      • Wine Institute
      • Dr. Carole Meredith
  • STATS
    • Acres ~ 7,999*
    • Growers & Producers ~ 723

2111

  • Dark & Delicious Petite Sirah™ ~ Fifth Annual
    • Held at Rock Wall Wine Company
  • Concannon Vineyard’s Ninth Annual Petite Sirah Symposium
  • Petitioned with the TTB is approved for Petite Sirah and Durif to become synonyms
  • PS I Love You advocates, called Groupies, holds third annual BBQ with Petite Sirah wine brands in Kent Rosenblum’s vineyards in Sonoma County
  • 10/27/2011 ~TTB recognizes the grape variety names “Petite Sirah” and “Durif” as synonyms: http://www.gpo.gov/fdsys/pkg/FR-2011-10-27/pdf/2011-27812.pdf.
    • As of November 28, 2011 (the effective date of the rule), the two names can be used interchangeably on wine labels.
  • STATS
    • Acres ~ 8,354*
    • Growers & Producers ~ 870

2012

    • Dark & Delicious Petite Sirah™ ~ Sixth Annual
      • Held at Rock Wall Wine Company
      • Dark & Delicious Petite Sirah™ is trademarked for protection of its members
    • Organized Washington DC, Department of Commerce
        • Under the SABIT (Special American Business Internship Training) Program’s Wine Marketing and Promotion
          • I spoke about the benefits of a single grape variety advocacy group
          • Jo Diaz ~ lecturer
          • With wine delegates from Azerbaijan, Georgia, Moldova, and the Ukraine
    • Concannon Vineyard’s Tenth Annual Petite Sirah Symposium
    • STATS – TO DATE
      • Growers & Producers ~ 1,034
Enhanced by Zemanta*Acres provided each year through Patrick Fegan of the Chicago Wine School, gathered from USDA statistics.

One Response to “Petite Sirah resume, also to be part of the Petite Sirah timeline on psiloveyou.org”

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