The Strategy: Attract younger, highly social, premium wine enthusiasts who celebrate farming, dine ferociously, and don’t aspire to a manufactured European vision of luxury.
American tastemakers don't always relate to European visions of wealth and excess. The flashy design other brands use to attract a younger audience can obfuscate the quality of a product. Much like the land and its vintner, Andrew Mariani, the Scribe branding stands out with natural effortlessness.
The Result: I identified and captured an emerging market, leveraging brand leadership, social media, programmatic, email marketing, strategic partnerships, and smart PR to help create a disruptive success story — and, more importantly, a well-loved Sonoma / Napa brand.