Case Study

Ravenswood

Ravenswood established and ruled the Zinfandel category 30 years ago by going against the grain. But over time, the iconic brand began to lose its way.

Pivot Point

To steal share from trendy competitors, we brought Ravenswood back to its rebellious roots.

Video Case Study

GO BIG OR GO HOME

We launched our campaign to influencers with a can’t-miss experience at the Food Network New York City Wine & Food Festival. The Ravenswood booth was built with reclaimed barn wood and wrought iron, leaving no doubt that the brand had returned to its authentic self.

MAKING A STATEMENT IN-STORE

In-store displays included big, bold tear-away posters that connected with our Zin drinkers. When one poster was torn off, a new message would appear to keep the display fresh.

WALKING THE WALK

To rally top wine retailers behind the campaign, we ditched the cliché swag and instead gave away Ravenswood-branded Converse Chuck Taylors. Not only did this drive our retailers to recommend Ravenswood, the sneakers turned them into walking billboards.

THINGS GOT GNARLY FOR OUR MAIN COMPETITOR

Our rebellious rebranding campaign drove a 22% lift in Ravenswood Zinfandel sales, while our main competitor's sales dropped 11% in the same time frame.