JAM PR

JAM PR is a boutique public relations and communications agency based in Berkeley, United States, that specializes exclusively in the wine industry. Founded in 2002 by Michelle Armour, the firm serves an impressive portfolio of North American wineries, from acclaimed estates like Spottswoode and Sea Smoke to larger portfolios such as The Duckhorn Portfolio. Rather than working with startups or charities, JAM PR focuses on established wineries and wine brands that require nuanced, high-level communications support tailored to the wine trade, media, and direct-to-consumer channels.

How JAM PR Helps Wine Producers

The agency provides strategic communications counsel that goes beyond standard media relations. With decades of collective experience among its team, JAM PR helps wineries shape their brand narratives, manage reputation, and connect with key audiences including wine journalists, sommeliers, and collectors. A distinguishing feature of the firm is its in-house wine writer, who produces a range of materials from technical wine descriptions to marketing copy and direct-to-consumer content. This allows clients to access professional writing and editing services that are deeply informed by wine knowledge, not just general PR skills.

JAM PR also brings marketing experience to the table, helping clients with creative direction for campaigns, brand design, and strategic messaging that resonates in a competitive market. The firm's philosophy of staying small means each client receives extensive one-on-one attention and direct access to the entire team. This hands-on approach is particularly valuable for wineries that want a PR partner who understands the intricacies of wine production, terroir, and the evolving tastes of wine consumers.

Core Services

While JAM PR's primary focus is public relations and communications for the wine industry, their service offerings typically include the following capabilities:

• Media relations and press outreach for wine journalists and lifestyle publications
• Strategic messaging and brand narrative development
• Copywriting for marketing materials, websites, and direct-to-consumer channels
• In-house wine writing for technical and consumer-facing content
• Creative services direction, including design and visual assets
• Writing and editing for press releases, newsletters, and brand stories

Location and Reach

Based at 1250 Addison Street in Berkeley, California, JAM PR operates at the heart of one of the United States' most dynamic wine regions. Berkeley's proximity to Napa, Sonoma, and the broader Bay Area allows the agency to maintain close relationships with wineries, trade organizations, and media outlets across the West Coast. While the firm's focus is on North American producers, its reach extends to international clients such as New Zealand's Wither Hills, demonstrating a global perspective grounded in California wine country. The Berkeley location also places JAM PR within a community known for its food and wine culture, which aligns naturally with the agency's specialty.

JAM PR is best suited for established wineries and wine portfolios that value deep industry expertise, personalized service, and a proven track record in wine communications. The agency is a strong fit for producers who want more than standard PR—those who seek a partner capable of crafting sophisticated narratives, managing complex media relationships, and producing high-quality written content that elevates their brand. It may be less appropriate for startups or non-wine clients, given the firm's narrow specialization and commitment to its existing wine portfolio.