Project Description

spicy vines

  • spicy vines bottle shot with label
  • spicy vines bottle shot
  • spicy vines party

our
challenge

Only seven years old, Spicy Vines has made a name for itself in the competitive wine region of Northern California. With their charisma and panache, they are the epitome of hip, cool and far-out California wine culture.

From its humble San Francisco roots, the winery settled in Healdsburg, in the heart of Sonoma County with the focus to make the best wines possible that exude purity and are honest expressions of their soil, varietal, climate and character. Why the name, “Spicy Vines”, you ask? The name comes from the free spirited and unapologetically chill vibe of the winery.  A&P were brought into to help launch this new entrant into the wine category.

our
answer

After conducting research as well as an in-depth segmentation study we quickly realized we were targeting the rebels.  We understood that these were the individuals that thrived on defying the norm and they needed to identify with quality brands that were a little “left-of-center”.  We created a brand positioning, messaging, brand identity (logo, packaging), events and digital advertising.  The brand launch was successful in getting the attention of not only wine enthusiasts but also the press and award shows (over 30 awards garnered in 7 years).