After eighteen months of test marketing, Round Hill Winery is taking its message "all California, all good" to the country's diverse ethnic markets. The announcement comes as Round Hill launches a promotional campaign designed specifically for the Hispanic population.

The "Bolsa de Recetas" or "Purse of Recipes" was created to appeal to the Latino consumer as a gift. The "Bolsa," which is sold on bottles of Round Hill wine, features a variety of recipes in a colorful and appealing package. "We're taking it market by market, to ensure that we respect the cultural variations within the Hispanic community," said Round Hill General Manager Morgan Zaninovich. "With the Bolsa de Recetas, we are expanding on our multi-pronged marketing program designed specifically to be culturally appropriate to Hispanic families."

"There is a powerful misconception in the wine business," said John Fontes, Round Hill's Ethnic Marketing Manager, "that Hispanics don't buy, don't understand and don't want to drink wine. Therefore no one is speaking to them." According to Fontes, Round Hill's marketing department found various research data that showed this perception to be inaccurate and began a low-key test marketing program about 18 months ago in Southern California.

"The Latino community is much like the general population was 30 years ago when Napa Valley vintners began marketing wine. They're interested and crave more knowledge," continued Fontes, "so Round Hill decided bilingual wine education at the grass roots level was the best way to increase familiarity with wine among Latinos."

"Like other companies that have found success in the Hispanic market, we don't feel we have to create a new product that is supposedly appropriate for a specific ethnic group," said Zaninovich. "Our approach is to make all our wines accessible. California wines, Round Hill wines are a product for all."

Round Hill's strategy is to immerse itself into the culture, becoming part of the community and providing educational materials bilingually to reach a broader audience with integrity and ease of communication. "We are not marketing to Hispanics, rather we are marketing as Hispanics," said Fontes. Round Hill is taking that message directly to where the Hispanic customer shops with bilingual demonstrators at the store level. The demonstrators provide information about wine and food pairing with Latino cuisine, useful advice for selecting the proper wine for a meal, gathering or as a gift. The winery is also actively supporting the Hispanic community with wine donations and event sponsorships.