In collaboration with Plate + Decanter, Play Nice orchestrates trade, media and consumer campaigns for the New York Wine & Grape Foundation, the organization representing all wineries and grape growers in the state of New York. 

The ongoing NY Drinks NY campaign, made possible by the New York Wine & Grape Foundation and a grant from the Genesee Valley Regional Market Authority, has a two-pronged approach: bring the people to the wine and bring the wine to the people. The first of the two goals takes the form of trade and media trips to the Finger Lakes and Long Island (several are organized each year); the second culminates in a large-scale trade, media and consumer event in New York City every March. 

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