SAN FRANCISCO – Wine Institute’s California Wine Export Program has launched a new global brand campaign and business strategy, showcasing California wine as a leader in sustainable winegrowing, innovation, and winemaking advancements while promoting the commitment of generations of family farmers and winemakers to producing high-quality wines. The global campaign is part of a 10-year strategy to boost export sales of California wines across international markets. The first phase aims to grow awareness and appreciation for California wines through digital advertising and consumer-focused promotions to meet wine drinkers where they are most active in discovering and purchasing wine.
Timed to position California wineries for growth as global markets begin to ramp back up following the challenges of 2020, Wine Institute plans to invest more than $10 million over the next two years to support this new initiative. Starting with the introduction of a new look and logo for C
California Wine Institute launches Golden State of Mind campaign 1st February, 2021 by Phoebe French
The Wine Institute’s California wine export programme has unveiled a new brand campaign which is part of its goal to reach export sales of US wine worth US$2.5 billion in 10 years.
Called Golden State of Mind, the campaign will showcase California’s efforts in sustainable vine growing, innovation and winemaking advancements.
The first phase, due to be rolled out in spring 2021, will focus on digital advertising and consumer-focused promotions, starting with the introduction of a new look and logo.
Built on the pillars of optimism, innovation and advancements in winemaking, the campaign will also promote a calendar of online events, such as virtual winery tours for the trade and education webinars, as well as a new wine education course with a four-tier certification programme.
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