problem  

Woodbridge faced a perception problem - 80% of sales came from drinkers 55+ and younger people saw the brand as their "parents' wine." 

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insight 

Research showed that 75% of adults over the age of 21 in the US found the "rules of wine" intimidating and outdated.

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strategy

Reclaim our rule-breaking DNA. 

Woodbridge was the first mass wine brand to free wine from dusty shelves, snobby sommeliers, and luxe price tags in 1979. 

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idea

We invited drinkers to "Wine Your Way" and enjoy life and wine on their own terms. 

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results 

• Top 3 wine brand in total wine, #2 Cabernet Sauvignon and Chardonnay in total wine 

• Highest buy rate and repeat purchase in competitive set; brand buyers spending 2x more than competitive buyers 

• Highest volume velocity in category