PR Manager, Fine Wine
Job Details
CA - , CA

Deutsch Family Wine & Spirits has been named a 2022 Top WorkplaceCHEERS! The PR Manager will lead the PR & Communications for our fine wine portfolio, with a focus on Fleurs de Prairie, The Calling, Girard, Clos de los Siete, and others. The PR Manager works hand in hand with the fine wine marketing team to develop and execute PR programs for Deutsch Family that raise media, trade, and consumer awareness for our brands while staying on-strategy and within budget. This role can be based either out of Napa Valley, CA or Stamford, CT.

Job Responsibilities

  • Manage small agencies, freelancers, and internal stakeholders on detailed project plans with key milestones and activities to deliver effective PR programs
  • Collaborate with an inter-agency team and act as the PR Lead for the fine wine portfolio
  • Brief and manage PR agencies, paid influencer agencies, and freelancers
  • Pitch stories to both national and local media. Achieve highest visibility in digital and social media outlets, TV and print media
  • Manage the effective delivery of PR tactics to drive our brands into cultural conversation. Tactics will include pitching, media trips, events, charity donations, celebrity spokespeople, influencer programs, brand integrations, brand partnerships, social media, etc
  • Develop & maintain strategic assets like key messaging, earned media assets, and scripts for spokespeople
  • Develop press releases, press kit materials, pitches, media alerts, etc., and distribute them accordingly
  • Collaborate with brand managers, Fine Wine VP, and cross functional partners to execute PR tactics that support external communication efforts
  • Represents the company and acts as a portfolio Ambassador advocating for our brands at select industry, trade and media events leveraging PR tools
  • Develop & maintain relationships with key journalists in wine & industry outlets
  • Plan and manage brand spokespeople in media
  • Identify media trends, news cycles and spin opportunities, including proactive pop culture news integrations


Performance Traits & Technical Skills

  • Professional and friendly with strong interpersonal skills
  • Ability to organize, prioritize and delegate in fast-paced environment
  • Excellent verbal and communication skills (grammar/spelling/proofreading)
  • Able to write a good brand story
  • Ability to build excellent rapport with internal and external stakeholders
  • Digital content expert and experience with paid influencer marketing
  • Good network of lifestyle and whiskey writers
  • Has led immersive journalist experiences, including trips to distilleries or wineries


Ideal Background

  • Bachelor’s degree in public relations, advertising, marketing or related field
  • 7 years’ experience working in public relations or similar capacity in a professional business environment
  • Passion for fine wine and dining out
  • Previous wine PR experience
  • Prior agency experience strongly preferred, but not required
  • Involved in wine culture
  • Wine Credentials such WSET or CSW or wine knowledge
  • Social media savvy



Diversity Statement

DFWS is committed to inclusion and diversity of all kinds.  We cultivate a work environment that celebrates diversity because differences continue to make the company culture stronger, enhance our connection with the communities we serve and strengthen our competitive advantage. Building an inclusive and diverse culture continues to be a never-ending pursuit that is at the core of all we do.

About Deutsch Family Wine & Spirits

Initially called W.J. Deutsch & Sons Ltd., the company was founded in 1981 by Chairman Bill Deutsch to market quality wines produced by prestigious families from major wine regions of the world. In 2009, it announced the expansion of the award-winning company to include a Spirits Portfolio. Today the company is renowned for its brand-building prowess and its ability to meet the needs of the modern consumer. Bill's son Peter Deutsch is CEO; thus two generations of the Deutsch family work side by side in their continuous quest to build strong brands and relationships throughout the wine and spirits industry.

The portfolio includes award-winning wines from Australia: [ yellow tail ], [ yellow tail ] Pure Bright; California: Bellacosa, Girard Winery, Joseph Carr, Josh Cellars, Josh Cellars Reserve, Layer Cake, The Calling; France: Andre Lurton, Cave de Lugny, Fleurs de Prairie, Hob Nob Vineyards, Sauvion et Fils; Italy: Barone Fini, Villa Pozzi; New Zealand: The Crossings; Portugal: Quinta Do Vale Meao;  Argentina: Clos de los Siete; and award-winning spirits: Redemption Whiskey, Bib & Tucker Bourbon, Masterson's Rye, Gray Whale Gin and Luksusowa Vodka.