Challenge
For over 25 years, J Vineyards And Winery has produced some of the finest sparkling wines using estate-grown fruit from the Russian River Valley.
The company experienced tremendous growth, but the brand was moving in the direction of becoming a volume player despite the increased luxury perception of the Russian River Valley appellation. Additionally, the winery was evolving its varietal wine program to emphasize creating world-class Pinot Noir and Chardonnay wines well beyond its previous efforts.
The company experienced tremendous growth, but the brand was moving in the direction of becoming a volume player despite the increased luxury perception of the Russian River Valley appellation. Additionally, the winery was evolving its varietal wine program to emphasize creating world-class Pinot Noir and Chardonnay wines well beyond its previous efforts.
Solution
A full re-branding and marketing effort was initiated, starting with development of a new brand plan.
This plan included assessment of previous brand performance, recommendations for re-positioning, business strategy, pricing and channel brand guidelines, as well as programs required to begin and maintain the transformation of the brand to achieve the short and long term vision.
The work also included an assessment of the J Visitor Center offerings, which resulted in changes in the tasting programs, merchandise assortments and redressing of some of the interior spaces.
This plan included assessment of previous brand performance, recommendations for re-positioning, business strategy, pricing and channel brand guidelines, as well as programs required to begin and maintain the transformation of the brand to achieve the short and long term vision.
The work also included an assessment of the J Visitor Center offerings, which resulted in changes in the tasting programs, merchandise assortments and redressing of some of the interior spaces.
After the plan was in place, a new PR communications platform was implemented. This program included sampling, in-bound and out-bound media contact, press releases on relevant subjects and an events strategy.
The sparkling wine packaging was given a facelift, and brand segmentation between the sparkling and varietal wines was developed.
New trade, consumer and media collateral materials were created. A new web site, with e-commerce tied to an improved reporting system, allowed for real time analysis and management of sales and customer relations.
The sparkling wine packaging was given a facelift, and brand segmentation between the sparkling and varietal wines was developed.
New trade, consumer and media collateral materials were created. A new web site, with e-commerce tied to an improved reporting system, allowed for real time analysis and management of sales and customer relations.
Results
The new marketing efforts resulted in reinvigorated legitimacy for the brand in the wine industry, increased brand value, strengthened relationships with distributors, improved retail pull-through and achieved significant raised awareness of the wines as representing the finest Russian River Valley has to offer.
An significant influx of positive consumer and trade media articles, including being chosen winery experience of the year by Wine Spectator Magazine, underscored influencer acceptance to the changes in the brand. Consumer feedback to this day has been overwhelmingly positive to the new packaging, Visitor Center and Wine Club programs.
An significant influx of positive consumer and trade media articles, including being chosen winery experience of the year by Wine Spectator Magazine, underscored influencer acceptance to the changes in the brand. Consumer feedback to this day has been overwhelmingly positive to the new packaging, Visitor Center and Wine Club programs.