'Spinning The Bottle' is worth absorbing

With the wine market growing at a record-setting pace - it's now a $21.1 billion business, according to the Wine Institute - this book arrives just in time.

With the wine market growing at a record-setting pace - it's now a $21.1 billion business, according to the Wine Institute - this book arrives just in time.

The authors act more as editors, as the book is mainly anecdotes, tips, and essays from a bevy of wine PR pros. Posert and Franson admit the stories underwent "minimal editing," and a bit more editing may have been helpful, as some of the writing is very dry. That said, this is a solid collection of stories about issues and challenges facing wineries and their PR teams. It is especially useful for those in wine PR wanting to see what their colleagues deal with or those thinking about going into the business and wanting to see what issues they might face. While the essays and anecdotes are interesting, they'd be more helpful if a simple checklist of dos and don'ts for such a situation would accompany each entry in the book. Then it could be a must-read for those at any level of wine PR, from old-timers to novices looking for a tip or two to guide them along the way. Title Spinning the Bottle Authors Harvey Posert and Paul Franson Publisher HPPR Press (March 2004), 220 pages

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