Positioning a prestige Napa Valley cult wine brand
Situation & Challenge
On the north slope of the Silverado Trail in Napa Valley, Hourglass Vineyards occupies six acres that form a shape much like an hourglass. The vineyard lies at a bedrock outcropping of the Mayacamas Mountain Range that protrudes out to the middle of the valley, thus creating a pinch with a microclimate and Hambright soils, a combination that makes Hourglass Vineyards unlike any other in Napa.
With the success and notoriety of Hourglass Vineyards, its owners, Jeff Smith and Bob Foley of Robert Foley Vineyards, Switchback Ridge, Pride Mountain, School House, and Paloma, sought to develop a new project on the north end of the Silverado Trail. While much work had been done towards the development of the new wine, key branding issues remained, principally relating to the name, brand strategy, and launch plan.
Analysis, Solution & Results
Get the full story behind our partnership with Hourglass Vineyards to position a prestige Napa Valley cult wine brand.
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