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:
Select 2017 Results:
- 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.
113 media placements, 28 million impressions including Wine Spectator, USA TODAY, and the Wine Enthusiast “American Wine Pioneer” Wine Start award.