The Idea:

Own Up

Despite vineyards bordering Napa’s Stags Leap district, William Hill had let their quality slip. So Beam Wine Estates brought in a new winemaker and viticulturist with free reign to make the changes necessary to up the quality. Marketing was then charged with the daunting task of convincing the sales channel that a bargain brand was about to be worth nearly double its previous price.

Notoriously skeptical wine distributors know that a new label doesn’t make the wine better. So our strategy was to let the winemaking team tell the story about the substantive changes being made through a multimedia sales kit that showed in engaging graphics and video the details of William Hill’s revitalization.