the situation   

Woodbridge faced a perception problem - 80% of sales came from drinkers 55+ and younger drinkers wrote it off as "their parents' wine."  

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the insight  

Most adults (75%) find the "rules of wine" intimidating and outdated - making wine feel less fun and more like a chore. 

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the strategy

Reclaim Woodbridge's rule-breaking DNA. It was the first mass wine brand to ditch dusty shelves, snobby sommeliers, and luxe price tags in 1979. 

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the idea

Invite drinkers to "Wine Your Way" - enjoy life and wine on their own terms, no rules attached. 

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the 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 the category.