What do you do if you’re a 50-plus-year-old wine brand who’s built a legacy on what’s become a stereotype—Napa Cabernet? Is that a look that is capable of being refreshed?
Maybe you splash $700 dollars worth of wine on a couture gown. Or maybe you partner with one of the fashion industry’s most notable emerging designers to create the splash.
That’s precisely what Silver Oak Cellars recently did at New York Fashion Week (NYFW).
Six months ago, when Christine Moll joined the legacy winery as the chief marketing officer, her first goal was to rejuvenate the half-century-old brand with something that would capture the attention of new and established consumers alike.
“I’m a consumer-centric marketer,” she says. “So, when the opportunity to join Silver Oak—an established, iconic winery—came about it just needed some brightness.”
Wine, as a category in general, “needs to shake things up a bit,” she adds. “We have to get out of our own way, bring our stories with a fresh new perspective.”
NYFW Etched Bottle Invitations – Image Courtesy of Silver Oak
An established super-luxury-tier wine, Silver Oak is often associated with special occasions and celebrations. “How do we become more inclusive?” asks Moll. “Just because you’re associated with luxury doesn’t have to mean being a stuffy brand.”
So Moll, along with her team and partners at BPCM consulting agency, honed in on the winery’s dedication to “American craftsmanship.”
Silver Oak only makes two bottlings; their focus is entirely on Cabernet Sauvignon, aged in American
This Article was originally published on Wine Enthusiast
