Case Study

HAHN_CaseStudy_1a

 

HAHN_CaseStudy_1b

Moving a Brand Upmarket

Client: Hahn Family Wines, California

Goal: Transition Hahn Family Winery’s reputation from a $12-$15, mid-sized producer to a luxury Pinot Noir specialist at $30+.

Tactics:

Messaging Focus: Align brand with the Santa Lucia Highlands AVA. Extend messaging through sales, DTC, digital marketing, as well as PR.

Education: We created a “masterclass” seminar on the entire SLH for use by the winemaker and CEO.

Press Trips: Coordinated media trips to include SLH neighbors in order to encourage feature coverage. Managed an exclusive, week-long “California Road Trip” to the state’s leading Pinot Noir AVAs.

Media blitz: Periodic press trips and interviews in both trade and consumer lifestyle media.

Results:

2016 Press Coverage: 135 placements, 19 million impressions, cover of Wine Spectator, WS Top 100, WE Top 100.