Meridian Vineyards goes with Murphy O'Brien for national work

LOS ANGELES: Meridian Vineyards, a Beringer Blass Wine Estates brand, has chosen LA-based boutique Murphy O'Brien to handle national public relations.

LOS ANGELES: Meridian Vineyards, a Beringer Blass Wine Estates brand, has chosen LA-based boutique Murphy O'Brien to handle national public relations.

Murphy O'Brien is charged with helping to redefine the brand image for consumers as the winery unveils a new label, according to account head and VP Chris Volk. The brand is focusing on enlivening its image by tying it to a relaxed, fun-loving California theme.

"What we are going to be doing is relaunching and repositioning it in the eyes of the consumer, capturing that California lifestyle," said Volk. "The general feeling is that most wines out there are bland or even boring in how they present themselves, and what Meridian is about is positioning themselves as fun and hip, and something that can be enjoyed in a number of different ways."

Murphy O'Brien will structure its efforts around a partnership with a

"California lifestyle expert," who will be pitched to morning shows and other media outlets. The agency is also putting together "Taste of California" media events in New York and Los Angeles, as well as helping with an art contest that will allow consumers to design their own wine label.

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