Hahn Family Wines - Benson Marketing

Case Study Overview

Moving a Brand Upmarket

Client Hahn Family Wines

Services Brand Positioning, PR, Digital Marketing

Website hahnwines.com

Since 2014, Benson has worked with Hahn Family Wines to transition the company from a large producer in the $12-$15 range to an ultra-premium Pinot Noir and Chardonnay specialist at $25-$30+. Benson started working with the Hahn team on a Brand Messaging Plan, revised it in 2018), and since then has supported the company's new directions and evolution into the leader of the Santa Lucia Highlands AVA.

The Goal

Redefining and Solidifying the Hahn Family Wines Brand Position

Transition Hahn Family Wines' reputation from a $12-$15, mid-sized producer to a luxury Pinot Noir specialist at $30+.

Tactics

Creating a Strategy that Drives 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.

The Final Experience

Successful Brand Positioning and Media Placements

FY22 Results:
100+ media placements, < $10 CPM. Coverage in Forbes, The Zoe Report, San Francisco Chronicle, Uproxx, Wine Spectator, Vinous, VinePair, Hyped Magazine, Mashed, etc.

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