WineAlign, an online wine advisor, has hired Toronto PR firm The Siren Group to promote its growing brand.
WineAlign offers aggregated wine reviews by noted Canadian wine critics, information about new releases from Ontario and B.C. liquor stores, and advice on wine and food pairings.
The site has been live in Ontario for five years and more than 500,000 unique visitors from the province visited the site within the last year, said Bryan McCaw, its founder. The company expanded into B.C. last year and has launched two wine awards.
“We’ve got about five major initiatives going on right now,” said McCaw. “We thought it was time to ramp it up a bit and get some more consumer attention.”
The Siren Group has launched a national media relations campaign and developed a cross-country media tour with well-known wine critics, including Anthony Gismondi (@TheSpitter), Margaret Swaine (@GlobalTaster) and John Szabo (@JohnSzabo).
The agency is also handling a social media campaign, experiential and tasting events, and sponsorship opportunities for the company’s two wine awards: The National Wine Awards of Canada (the Nationals) and the World Wine Awards of Canada (the Worlds).
WineAlign also announced its first foray into the Quebec market next month with a bilingual, made-in-Quebec site featuring the new brand, Chacun Son Vin and a team of French wine writers. Marketing efforts for the launch of Chacun Son Vin will be handled by Sopexa in Montreal.
