branding / marketing / communications / product development

Cline Family Cellars is fine of the leading family-owned and operated winery in Sonoma, California, built on a passion for winemaking and rooted in respect for the land.

Allied Domecq sought to expand Mumm Napa’s market share through greater appeal and acceptance with a growing audience of younger Champagne and sparkling wine drinkers. This required a new strategy, brand positioning, public relations, web site and collateral materials for a stronger, more appealing lifestyle message to capture increased sales during key seasons.

A sparkling new direction

Beginning with a new direction for the brand plan, the focus involved repositioning Mumm Napa as representative of the elegant, yet casual, lifestyle that is indicative of Napa Valley.

New brand positioning was developed against the proposition that Mumm Napa is the only sparkling wine completely committed to using Napa Valley grapes. The positioning was then communicated through a new tagline “Purely Napa Valley,” with greater brand unity and consistency throughout the sales collateral, advertising and point of sale. Stylized photography and illustrations portrayed fun, bright, vibrant imagery signaling more youthful characteristics. 

Brand awareness uncorked

The positioning was supported by new trade and consumer collateral, point-of-sale displays, a new web site and media content. The materials emphasized the exceptional wine styling of winemakers Ludovic Dervin and Rob McNeil, the beautiful winery surroundings, as well as the on-premise art gallery showings of Ansel Adams and other major photographers. 

The new brand strategy was extremely well received with distributors and retailers, helping to increase sales 30% in a flat category.

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phone

415.272.4454

address

330 Lowell Avenue
​Mill Valley, CA 94941