Opportunity


One of the pioneers and innovators in Ontario’s Niagara wine region, Château des Charmes’ share of the local market had begun to erode as the brand lost relevance among wine buyers. A redesign of the entire line-up was critical to rescue the brand.

Insight


Key to capturing new market share was to attract young wine drinkers who eschewed traditional wine aesthetics.

Idea


Modernize the Château des Charmes brand by evolving the brand perception from stoic & traditional to modern & innovative, while remaining authentic with a strong sense of place.

Result


The reinvented Chateau des Charmes brand resulted in sustained sales growth, increased visits to the winery and an explosive growth in social media impressions.

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