NEW YORK—Banfi Vintners has named M Booth its public relations agency of record. Banfi has almost a century of experience in winemaking and is responsible for a portfolio of European and New World wines.

“We selected M Booth for its vast experience building lifestyle narratives for power brands within the wine category,” says Cristina Mariani-May, co-CEO of Banfi Vintners. “Augmenting the efforts of our longstanding in-house team, M Booth will help broaden the bandwidth of our communications and help tell the world our compelling lifestyle and business story.”

Lauren Swartz, senior vice president and head of M Booth’s wine and spirits practice, will direct strategy for the account. Banfi’s team is led by veteran communications director Lars Leicht.