About This Project
We partnered with direct-to-consumer wine brand Alit prior to their launch in November 2016, with little more than the idea of making delicious, small-production wines more accessible. We helped develop the brand from concept to launch, including the messaging, design, and website, and set out to build brand awareness through high-impact media and social marketing. In January 2017, Quartz wrote a feature saying Alit “blew me away,” which drove unprecedented sales and recognition for the company in its first few months of operation.
Everything about the way exceptional wine has traditionally been sold and marketed in the U.S. is designed to create a sense of mystery and exclusivity. Alit wanted to strip away all of the artificial layers between winemakers and drinkers. But as an online-only wine brand, we had to think carefully about how to authentically connect people to the product. We accomplished this by rethinking everything about wine: how it’s made, sold, and enjoyed. We created language and visual assets to not only openly share Alit’s winemaking process and philosophy, but also explain the costs of production to both consumers and press.
Starting a Media Flywheel
We hit the ground running with extensive media outreach efforts spanning business and lifestyle press, including pre-launch events, media tours and tastings. We focused on a core set of storylines targeted to each publication type, and landed impactful coverage in Bloomberg, Quartz, Bustle, Inside Hook, GOOP, and more.
Finding Creative Partners
In addition to media placements, we worked with liked-minded influencers and organizations to share Alit’s wine with consumers in-person. We partnered with popular blogger Cup of Jo at her annual Spring Garden Party, and the team at Secret Supper on a series of pop-up dinners. These unique events allowed people to taste the wine in relevant, intimate settings, building a community of loyal customers both online and off.