(NYTimes) - “Riesling rules!” That’s the message Shawn Bavaresco wanted to get out to the world six years ago when he and three partners founded their winery, Pacific Rim, in Portland, Ore. But it wasn’t until the company staged a social media campaign on Facebook that its message actually started to reach the public. Pacific Rim has been producing affordable riesling wines since 2006, when Mr. Bavaresco and his partners struck out on their own after working for a larger winery in California. Their former employer had offered only one riesling, but the wine had performed well even though rieslings are considered something of an underdog in the industry. The partners decided to bet their new brand on a single type of wine. “We wanted to turn passive wine drinkers into riesling zealots,” Mr. Bavaresco said.