finAlly, A wine made for you
With the challenge of getting beer-drinking folks to consider wine as a beverage for informal occasions, we broke the usual refined and stuffy portrayal of wine by placing our bottles in real and relatable scenarios they could see themselves in.
a wine for those that don’t consider themselves “wine people”
Looking at the competitive set, we realized other wines appeal to at-home chefs, wine aficionados, and girls nights, leaving out the average joe’s that want to choose different. Knowing this, we carved out Beringer Bros. as the opportunity to tell the whiskey aged barrel story in a way that’s approachable, desirable, and with the clout that comes with the Beringer name.
pairing familiar moments
To make our wine feel approachable, we explored the familiar activities that people normally pair spirits and beer with, and placed our Beringer Bros. bottle in them.
breaking “wine rules”
We showcased our wine as approachable and desirable by featuring everyday consumption occasions and moments.
From watching the game to sitting around a fire, we were the perfect alternative for their next social meetup.
Real People
We wanted the people featured in our films to be as natural and genuine as possible. Most of the talent we cast were not actors but instead experts in their respective fields.
Giveaway
We partnered with one influencer to host an IG giveaway to amplify our campaign further. We wanted to ensure the prize resonated with our audience and helped associate Beringer consumption moments with the activities they regularly partake in. We gifted one lucky winner a weekend getaway to encourage them to Uncork a Bold One.