Hardy Wallace

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Wine blogger Hardy Wallace (left) with actor David Arquette (center).

Hardy Wallace is an American writer from Atlanta, Georgia who publishes the Dirty South Wine blog.[1][2] In July, 2009, Wallace won in a field of 2,000 applicants in the "A Really Goode Job" promotion by Murphy-Goode, a winery in Healdsburg, California, to earn a position as the winery's "lifestyle correspondent".[3] Wallace is now a full-time resident of Sonoma County, works with winemaker and friend Kevin Kelley at The Natural Process Alliance and Salinia winery, and has started making his own wine under the Dirty and Rowdy Wine label.


Wallace is a former IT worker, who lost his job at Kodak in early 2009.[4] He was planning to enter the wine industry as a profession when he heard of the contest. In April, 2008 he flew to San Francisco, and was first in a line of several hundred to register in person for the contest.[5] To support his application, he created his own viral marketing campaign to attract votes.

Murphy-Goode position[edit]

Wine blogger Hardy Wallace

The contest, described in one article as a "publicity stunt",[6] was modeled after the "Best Job in the World", a similar campaign by a government tourist office in the state of Queensland, Australia.[3][7] It was a public relations success, generating several hundred million "web hits", as well as news coverage in the New York Times, Today Show, and other national media.[8] It also generated controversy when some of the most popular entrants were not chosen as finalists.[3] Near the end of the contest news leaked, and quickly spread via Twitter and other social media channels, that the public "votes" were solicited to generate publicity, but would be ignored in the selection process.[9] The winery, which lacked experience in social media marketing acknowledged the finalist selection process as a blunder.[8][10]

As part of winning the promotion, Wallace earned a six-month contract as a wine writer and promoter for Murphy-Goode, as well as housing in Healdsburg.[3] The winery stated that it had also offered jobs to several of the other finalists in the contest.[3]

Murphy-Goode considered the campaign a success. Total Sales increased 72% Direct to Consumer sales increased 133% Distribution presence increase 60% CPM went from $7 to $.24 [11]

At the end of the six month position, Wallace was offered a role in the marketing department of Jackson Family wines, but turned down the offer to stay with the company.[12]

Post Murphy-Goode[edit]

The day after leaving Murphy-Goode, Wallace began working with winemaker and friend Kevin Kelley,[13] on his wine labels The Natural Process Alliance ("The NPA") and Salinia. At The NPA, Wallace would focus on their natural winemaking and reusable packaging, often being dubbed "the milkman of wine".[14] Along with Wallace's role at The NPA and Salinia, during harvest, he assists Kelley with production of LIOCO, Heintz Ranch, and Spot-On Cellars. Wallace also moved from Murphy-Goode supplied housing to the 100 acre Michel-Schlumberger property in Healdsburg's Dry Creek Valley in exchange for consulting services.

The NPA was Wine Business Monthly's #6 Hottest Small Brand in America in 2011,[15] placed number 14 on San Francisco Magazine's 2010 Best of the Bay, won the 2010 Western Wine Award's "Green Award", and was featured on NPR,[16] an Assciated Press article,[17] and an episode of Cork'd with Gary Vaynerchuk.[18]


  1. ^ "Hardy Wallace of Dirty South Wine on Wine Blogging". wineblogger. 
  2. ^ John Kessler (2009-07-09). "3 from Atlanta on ‘Top Chef’". Atlanta Journal-Constitution. 
  3. ^ a b c d e Jon Bonné (2009-07-22). "Atlanta blogger wins Murphy-Goode's 'dream job'". San Francisco Chronicle. 
  4. ^ "Winery Offers $60,000 Job to Eat, Drink and Twitter". Fox News. 2009-04-29. 
  5. ^ Julian Guthrie (2009-04-29). "Winery creates buzz with dream job offer". San Francisco Chronicle. 
  6. ^ Alejandro Martínez-Cabrera (2009-07-08). "10 finalists for winery's dream job". San Francisco Chronicle. 
  7. ^ Michelle Lock (2009-07-17). Associated Press http://www.mercurynews.com/ci_12859232.  Missing or empty |title= (help)
  8. ^ a b Jon Bonné, Chronicle Wine Editor (2009-07-10). "Winery's 'dream job' idea leaves an aftertaste". San Francisco Chronicle. 
  9. ^ Bruce Watson (2009-07-10). "Murphy-Goode's Job Contest Turns Sour". Daily Finance. 
  10. ^ Tara Kimura (2009-07-21). "Uncorking a social media challenge". Canadian Broadcasting Company. 
  11. ^ http://podcast.prsa.org/pr/prsa/blog-post.aspx?id=3049
  12. ^ http://yourtown.pressdemocrat.com/2010/01/healdsburg/what-next-for-murphy-goodes-social-networking-maven/
  13. ^ Bonnã©, Jon (2010-02-15). ""Goode Job" winner takes a new gig". The San Francisco Chronicle. 
  14. ^ http://www.pressdemocrat.com/article/20100908/LIFESTYLE/9081012
  15. ^ http://www.winebusiness.com/insiderblog/?go=getBlogEntry&dataId=82992
  16. ^ http://www.npr.org/templates/story/story.php?storyId=130332070
  17. ^ http://abcnews.go.com/Health/wireStory?id=11805008
  18. ^ http://www.youtube.com/watch?v=xh47HTgnYNg&feature=player_embedded

External links[edit]