A Donkey and Goat Winery Introduces “Secret Agents of Syrah” Social Media Campaign

The Date: SAS agents collude to enlighten an unsuspecting boyfriend. — by SecretAgentsOfSyrah on March 4, 2009 to Comedy (35 seconds)

Berkeley, California (EastBayDaily) — On a mission to evangelize the value and quality of Syrah, A Donkey and Goat winery (http://www.adonkeyandgoat.com), a wife and husband-owned winery producing sustainably crafted artisanal wines, has launched a social media campaign called “Secret Agents of Syrah” (http://www.secretagentsofsyrah.com).

“People feeling the recession still want to drink wine, but they want value–not over-hyped, over-priced mediocre wine,” said Tracey Brandt, A Donkey and Goat co-founder. “What they want to drink is Syrah; they just don’t know it yet.”

A Donkey and Goat’s “Secret Agents of Syrah” campaign (aka “SAS” to those in the movement) calls wine drinkers to action, recruiting them to become Secret Agents. Their mission: to discover the beauty of Syrah and spread the word. The campaign is built around four video commercials that reveal the inner workings of an Agent. Joining the “Agency” is simple; just sign up on A Donkey and Goat’s mail list and get the word out.

After joining, Secret Agents have a chance to win bottles of A Donkey and Goat’s 2006 Fenaughty Vineyard Syrah by posting videos of their covert operations on the “Secret Agents of Syrah” YouTube channel. A grand prize winner will be announced at A Donkey and Goat’s Spring Open House Party on March 28 and the winning Agent will be given a limited production, hand bottled 1.5 Liter Magnum of the 2006 Fenaughty Vineyard Syrah.

“Secret Agents of Syrah” headquarters is updating their Agents on Twitter @agentsofsyrah. Agency headquarters also has a Facebook Page where you can become a fan and participate in the action.

“We’re expecting that the recession will force many small wineries focused on Syrah to call it quits. Not us. We’re fighting tooth and nail to give Syrah the attention it deserves–even if it means relying on a few Secret Agents.”

A Donkey and Goat Winery, which only releases new wine for sale twice a year, is now offering seven wines as part of their spring release. This bi-annual release is being celebrated at A Donkey and Goat’s Spring Open House Party on March 28 from 1pm-5pm at A Donkey and Goat Winery, 2323 B 4th Street, Berkeley. The $20 admission includes a souvenir Riedel glass, or BYOG (bring your own glass) and come in for $15 (cash only at the door).

Current spring release wines include the 2007 Four Thirteen, a proprietary southern Rhône-style blend using up to thirteen of the varietals traditional to Châteauneuf-du-Pape; 2007 The Prospector Mourvèdre, the first ever 100% Mourvèdre bottling and called The Prospector in reference to the gold rush history of the El Dorado appellation; 2007 Roussanne, a minuscule El Dorado Roussanne bottling; 2008 Grenache Rosé, Isabel’s Cuvée, the much anticipated pink wine made from 90+ year old Grenache Gris vines in Mendocino; 2007 Brosseau Vineyard Chardonnay, made blending ver jus for increased acidity; 2006 Vieilles Vignes Syrah, made from the oldest Syrah vines in California, and 2006 Fenaughty Vineyard Syrah, which illustrates the promise of El Dorado for Rhône varietals and Syrah in particular.

About A Donkey and Goat Winery: A Donkey and Goat is a Berkeley, California-based urban winery that specializes in natural winemaking. Tracey and Jared Brandt, the wife and husband duo behind A Donkey and Goat, left the technology fast track and rolled up their sleeves in 2004 to build their winery from scratch, focusing on Chardonnay and Rhône varietal wines. Today they produce 2,000 cases from organic and sustainable California vineyards from Anderson Valley, Mendocino Ridge and El Dorado. These distinctive, elegant and soulful wines are produced using France’s classic, labor intensive techniques, such as pigeage à pied (foot stomping), vinifying everything in wood (never plastic), punching down by hand 3x/day, and adding “ver jus” to acidify Chardonnay. The Brandts believe in only using wild yeast and bacteria (MLF) and do not believe in enzymes, nutrients or color enhancers. Their wines are bottled without stabilization, clarification or filtration.

A Donkey and Goat’s distinctive label represents partnership. In France, donkeys are trained and employed as organic weed control in the vineyard. Goats are companion animals that calm the sometimes stubborn, but hardworking donkeys. Together they represent Tracey and Jared’s commitment to balance–in life and in wine.


Tracey Brandt
A Donkey and Goat