Thanks. I’d imagined it would be far more than that.
That’s a amazingly low figure for the size of business. I worked for a company with a wine turnover of a few million pounds and we used far more for far less return.
Through 10 years of being proactive in our approach, rather than wholly reactive as we used to be, we have discovered that less is more, both at press tastings (70-80 wines compared to our competitors 150-200) and via press releases (every 6 to 8 weeks, rather than 2-4). There is a finite number of quality writers with whom we have an excellent relationship, and they have a finite amount of time. They appreciate our approach, and I firmly believe we get more than our fair share of coverage because of that.