Fresh, elegant, four-season Cabernet Sauvignon.
When one of the founding houses of Napa Valley neared its 50th birthday and ownership passed from the founding couple to their six grandchildren, the time was – ahem – ripe for change in the brand as well as the business.
In an industry laden with proclamations of “legacy,” “tradition,” and “prestige,” Clos du Val presented me with a truly rare combination of:
Legitimate claims to all of the above
A restless desire to embody something fresher, more forward-looking, and more youthful, all while reinvigorating the brand’s luxury positioning.
With the goals of celebrating the 50th anniversary, reestablishing the brand as a major player in the luxury wine space, and breaking out of the restrictive Napa-Valley-wine-brand mold, I led internal and external agency teams in the following projects:
Brand Positioning: collaboratively managed several agency partners and internal stakeholders
Copywriting: primary writer and editor for all external communications
Content Creation: styled and directed photo/video production
Print and digital collateral: catalogues, graphics, sales tools
Wholesale support materials: presentations, training kits, branded merchandise
Events & Activations: vendor management, creative direction, marketing, execution
Packaging Design & Production 11 new wine labels, 7 secondary packaging sets
Email Marketing: 83% increase YOY in attributed sales volume; 37% AOV increase
Website Redesign: 28% increase in average site visit time
Capturing
Harvest 2021
The harvest season is always charged with emotion and activity – these few months represent both the culmination of a year’s work in the vineyard and the critical winemaking decisions that will define the vintage. I followed our winemaking and cellar teams through the last pick of the 2021 season, notably Clos du Val’s first vintage under the leadership of winemaker Carmel Greenberg. Videography by Mike Larson.
