The launch of 20 Bees

The Objectives
  • Launch a new brand of Ontario wine, centered around the 19 local, independent grape growers and one winemaker
  • Overcome the so-so attitude of Ontarians towards Ontario wines
  • Successfully secure a place on the limited shelf space for a new market entrant
The Solution
  • Create a differentiated, unpretentious brand that targeted more youthful and youthful-minded consumers – with a cool name, great story and expressive label
  • Provide end-to-end support to the growers from business planning and rollout, strategy, branding, packaging design, marketing and advertising and production (partner sourcing, listing logistics, LCBO key account presentations)
The Results
  • Successfully launched in 2006 with 3 VQA brands
  • Additional varietals added to brand line including icewine and tetra pack
  • Voted “VQA Excellence Award” for excellence in the marketing of Ontario VQA wines, LCBO “Elsie” Awards, June 2007
  • Niagara Vintners was subsequently acquired by Diamond Estates. Our design, marketing and sales support work continued on the brand for a few more years
  • Still on the shelf today!
Details
  • Client: Niagara Vintners / Diamond Estates
  • Relationship: 4 years
  • Category: More work
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