Bonterra Vineyards

Innovating the Nation’s Top Organic Wine

CHALLENGE

For more than 20 years, Bonterra has pioneered the organic wine category. Now that more consumers are interested in organic products, more organic wines understandably are crowding the marketplace. Bonterra approached BBMG to create and vet innovative concepts to bolster its leadership positioning and extend mass market success.

INSIGHT

After an immersive pre-planning phase, we produced a cross-functional innovation workshop with members of the brand’s sales, marketing, PR and CSR teams. Then we explored key issues and early strategies in dedicated conversations with dozens of core wine drinkers, all members of The Collective, BBMG’s private online community of Aspirational Consumers. While interest in sustainable wine is growing, they reminded us that taste and price drive sales.

SOLUTION

After several iterative steps, BBMG delivered 10 pre-validated innovation concepts that addressed different brand touchpoints and accomplished the objectives at hand: we not only clarified the positioning, we delivered engaging new point-of-sale programs, created unique experiential marketing concepts and set the brand on a course for increased mass market penetration.

“BBMG’s brand-building expertise—including their insights, creativity and team-building skills—allowed the Bonterra team to think beyond its traditional marketing approach. Their dynamic, innovative process helped craft our long-term strategy to ensure we maximize Bonterra’s future success.”

John Tichenor, AVP Group Brand Director, Foundation Wines, Brown-Forman

 

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