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brand campaign 


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


Research showed that 75% of adults over the age of 21 in the US found the "rules of wine" intimidating and outdated.


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. 


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


  • 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  

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