Drink wine, smell the roses — as long as they're from Texas. That
message is coming to readers of Texas Monthly and Country Living
magazines, thanks to a federal grant and the Texas State Florists’ Association (TSFA). 

The ads will appear in the May issues. They read,  “good things
spring from the Texas earth” and suggest readers pair their next glass
of locally grown Sangiovese with a yellow rose of Texas.

The Texas Department of Agriculture marketing team designed the ad with input from TSFA. The ad references both TDA’s www.GoTexanWine.org and TSFA’s consumer site, www.TexasLocalFlorist.com.

“With the ad in two prominent magazines, we are hoping the increased
exposure … sends orders to our retail florist members,” said Dianna
Doss Nordman, AAF, TSFA’s executive director. (Results from the
campaign's efforts so far weren’t available at press time.)


The Two Texas Treasures promotion is paid for through a specialty
crop grant awarded to Texas and administered through the state
agricultural department. TSFA members got their first taste of the
program and its supplementary marketing resources at the group’s annual
convention last summer.


TSFA is working with the state and the Texas wine industry to
promote the initiative to retailers and consumers online, in print and
in radio ads, and through in-store materials.

Nordman said the sustained momentum of the campaign is proof
positive that flowers and wine aren't the only natural combination
being touted: Floral groups and state agriculture departments pair
nicely as well. 


For more on the promotion, read “Drinking Buds: Texas Florists, Wineries Toast State's Bouquets” in the Aug. 6, 2008 issue of E-Brief.