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 2019 Results: 100+ media placements, < $10 CPM. Coverage in USA TODAY, Newsweek, Forbes, Wine Spectator, Vinous, VinePair, etc.