Moving a Brand Upmarket
Client: Hahn Family Wines, California
Goal: Transition Hahn Family Winery’s reputation from a mid-sized producer in the $12-$15 price range 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: 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.
Media blitz: Periodic press trips and interviews in both trade and consumer lifestyle media.
Examples of Results:
- Business and lifestyle coverage ranging from the Wall Street Journal to thekitchn.com to The Manual.
- Wine coverage including the January 2016 cover of Wine Spectator.