St. Helena, Calif.—Harvey Posert, Jr., an influential leader in the California wine industry for nearly 50 years, died Oct. 3 at the age of 84 after a brief illness, with his three sons and their mother at his side.

Known in the wine business as the “Top PR Man” and “The Wine PR Guru,” the native of Memphis, Tenn., had been a newspaperman and a PR agency executive in New York and Chicago before coming to California in the mid 1960s. Posert’s career saw the success of his life-long mission to change American attitudes towards wine with the result being California wine having become an everyday beverage in our society.

With a keen sense for news stories, and a solid journalistic background, Posert quickly rose through the ranks of the Daniel J. Edelman PR Agency beginning in Chicago and then headed the New York branch of the firm. In 1965, Posert went to California to lead the Wine Institute’s PR program for Edelman. He later served as the Director of Public Relations for the Wine Institute until 1980 when he joined Robert Mondavi Winery in the Napa Valley. “He was more than a co-worker, he was our partner, a wonderful friend whom we admired greatly.” Margrit Mondavi said.

Posert is survived by his first wife Myra (Gainsboro) Posert of Laguna Woods, California with whom he had three sons: Harvey Peres Posert III of Berkeley, California, Robert Lee Posert of Newport Coast, California and Peter David Posert of Petaluma, California. Posert is also survived by three grandsons and two granddaughters. His second marriage to former wife Carolyn (Bloom) Posert lasted 10 years.

“At Bronco Wine Company we were fortunate to work with Harvey for more than 30 years. As a former journalist he was skilled at discovering and telling stories that truly changed the world of wine. He will be missed by the wine industry and especially here at Bronco. We will all remember what a rewarding experience it was working with Harvey,” SAID Fred Franzia, Bronco Wine Company CEO and COB.