After my piece yesterday on “True Grit” the movie and the wine, I heard from Jan Mettler, a partner at Boss Dog Marketing, which represents Parducci Wine Cellars, the producer of True Grit Petite Sirah. In an email, Jan related how she and her agency came up with a tie-in for the 2007 vintage of the wine with the launch of the movie. She wrote:
“… when the partners at Parducci Wine Cellars requested that we look into a connection, we joined IMDB (the Internet Movie Database) and pulled the phone number for Joel Coen's agent. One conversation led to another and we followed up with wine samples to all, from Mike Zoss Productions (the Coens’ production company) to Coen's PR handlers, to top executives at Paramount. Doors opened and True Grit became the exclusive wine pour for the screening at Academy Theater.”
She continued: “The folks at Paramount Marketing liked the True Grit so much that they bought 160 bottles to send to their media and another 175 bottles as gifts for their employees. “ Jeff Bridges, she added, sent Parducci an email saying he was enjoying the wine.
It was, as they say, the kind of exposure money can’t buy.