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Brand Profile: Message in a Bottle

Posted on  | January 26, 2014   Bookmark and Share
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Winemaking in California dates back to before the mid-19th century, a high time for America’s pioneering spirit. The latest from Diageo Chateau & Estate Wines, The Great American Wine Company, is poised to capture that great patriotic feeling and bottle it. Paying tribute to American winemaking and a patriotic spirit, the portfolio includes three all-American varietal wines with labels in red, blue and cream.

Diageo Chateau & Estate Wines has had great success in the past couple years being on trend with wine innovations including Stark Raving, Rose ‘N’ Blum and Butterfly Kiss that are priced right to attract consumers looking for value and quality. “Our recent innovation success has been in the $10-$14.99 price tier as consumers continue to trade up, so we wanted to stay within that target price tier,” says Beth Williams, Commercial Innovation Manager for Diageo Chateau & Estate Wines. The Great American Wine Company’s suggested retail price point is at the sweet spot, $12.99.

The Great American Wine Company’s wines are not only aimed at the millennial drinkers. Williams says, “The brand is designed to appeal to a broad range of consumers who take pride in their country and choose to buy patriotic-themed products as well as those made in the USA.” She adds that research indicates that Millennials are more willing than other demographic groups to try products that support a cause.

Paying homage to American heroes, The Great American Wine Company is designating one primary military charity per calendar year to receive donations. “In 2014, the brand is donating $100,000 to the USO to help fund some of the more than 40 major programs supporting troops and their families,” says Williams. “Diageo has supported the USO as part of the ‘Diageo Salutes the Troops’ programming. Additionally there’s a personal tie. Williams says, “John Kane, the winemaker for The Great American Wine Company, has a military connection, as his dad is a veteran. Choosing to affiliate the brand with military charities made creating this brand an even more special project for him and the passion shows in the wines.”

Red, White and Blend

Staying mainstream in its line of offerings, the portfolio includes a Cabernet Sauvignon, Red Blend and a Chardonnay. The wines are made by Rosenblum Cellars, which has its own great American entrepreneurial history. Says Williams, “Kent Rosenblum dreamed of becoming a winemaker and achieved it with the ultimate American varietal, Zinfandel.” The Great American Red Blend, based on Zinfandel (with Petite Sirah and Cabernet Sauvignon), is a natural fit.

The Great American wine labels maximize the effect of their red, cream and blue styling. “The greatest impact will be in displaying the bottles together. The shippers are also in red, blue and cream colors, allowing many possibilities to create colorful patriotic displays. Our launch POS features more muted colors with a background that is reminiscent of the heartland and amber waves of grain. This allows the bottles and label colors to really stand out and reinforces the ‘Made in the USA’ crafted feel for the brand,” says Williams.

At its core, the brand is about celebrating Americana, which, of course, works from coast to coast and is a perfect fit for Memorial Day, Fourth of July and more. “Just by displaying the red, white and blue bottles, retailers will be able to easily incorporate The Great American Wine Company into any American holiday program with pride,” says Williams.

 
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