SCHENECTADY — A media and marketing company focused on the liquor, wine and beer industry will open an office at Mohawk Harbor, where its owner operates a popular wine bar.
Rotterdam resident Anthony Graziano said Chilled Media will be separate from The Shaker & Vine, which he opened in June 2019, but will share some expertise among employees, who have complementary knowledge. He expects to hire five to 10 people for the new office over the course of 2020.
Chilled Media will continue to be based in New York City. “We’re just expanding into another office,” Graziano said.
The Long Island native got his start in New York City in the 1990s, working as a graphic artist on publications such as GQ, Maxim and Playboy. “Then, I launched my own publication,” he said of the 2007 debut of Chilled magazine.
The timing, right before the Great Recession, was about as bad as could be.
“I didn’t make money until about six years into the business,” Graziano said. He rode it out, though, and built a following in his niche: bartenders, sommeliers and others in the business of selling and serving adult beverages. Even in the digital age, there remains a desire by many people to hold a magazine in hand, he said, and that attracts ads from the nightlife and drinking industries.
“It’s a more formidable form of advertising” than digital, Graziano said.
The company prints 80,000 copies of Chilled six times a year. Covers feature well-known names such as John Cena, Fergie, David Beckham, Christie Brinkley and Snoop Dogg.
“We target celebrities that endorse liquor companies,” Graziano said.
He remains heavily involved in the design and production of his magazine, decades after his start in graphic arts.
Chilled magazine began with a heavy focus on liquor but is increasingly including craft beer and wine. Graziano said wine experts at The Shaker & Vine will help with the latter.
The self-serve wine bar at Mohawk Harbor is the second eating/dining venture for Graziano. He also owned a place in Miami when he lived there.
The Shaker & Vine is doing well enough that he announced a 1,500-square-foot expansion in December. This winter, he installed heated clear igloos on the deck that have proved very popular.