Launch a private label line of premium wines.
Casual wine buyers often trade up when they entertain, relying on tried-and-true wines they know are crowd-pleasers.
A premium design system gives consumers who enjoy their first Social Collection wine permission to feel confident in serving any of them when hosting guests. Metallic printing and striking patterns create a confident, contemporary feel in a deliberate contrast from traditional designs typical of wines in the $30+ range.
Sales exceeded targets by 50% at launch.