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+.
- Messaging Focus: Align brand with the Santa Lucia Highlands AVA. Extend messaging through sales, DTC, digital marketing, as well as PR.
- Education: 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.
Select 2017 Results: 113 media placements, 28 million impressions including Wine Spectator, USA TODAY, and the Wine Enthusiast “American Wine Pioneer” Wine Start award.