THE QUESTION
How do we ensure our innovations connect with influential high-end professionals?
Which combination of wine blend, brand story and packaging will resonate best in the competitive US market?
How do we optimise our super-premium cabernet sauvignon for launch?
WHERE
• San Francisco, USA
• Chicago, USA
OUR APPROACH
Crafting a winning super-premium wine through expert sommelier insights
To address Constellation Brands' need for a successful super-premium cabernet sauvignon, we designed a comprehensive evaluation process that tapped into our Barfly network of leading sommeliers in San Francisco and Chicago - two critical markets for establishing new premium wines in the US.
The expert panel took part in qualitative, filmed interviews exploring three different NPD concepts. A crucial component of the interviews was a structured tasting of the three newwine blends, allowing us to match the optimal liquid with the right concept. Alongside the tasting, the panel evaluated various brand stories and packaging options to determine the most appealing combination.
OUR IMPACTS
The research identified a winning combination of wine blend, brand story and packaging. Armed with these insights, Constellation Brands confidently launched Auros in the US market. The launch has been a huge success, with Auros quickly becoming one of the most popular US wines from Napa Valley (source: wine-searcher.com).
WE ONLY WORK WITH BRANDS WHO ARE SERIOUS ABOUT SHAPING DRINKS CULTURE
If you’re interested in candid conversations that challenge your brief so you’re creating something culturally significant, we’d love to talk.
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