(Napa, CA) – This October, Atlas Wine Co. launched a new modern brand strategy for their Omen Wine brand. The motivation behind the overhaul of the communication strategy was to highlight the hand-crafted nature of Omen Wine, which is situated in a market segment ($20 and under) currently dominated by some of the world’s largest producers.
Winemaker, Alex Remy, explains “Our wines, are hand-crafted with care from high-quality fruit that have come from “hidden gem” AVA vineyards. This means we have no need to sweeten our wines, or add arabic gum (used to increase mouthfeel) or Velcorin (DMDC), all of which are common wine practices that many consumers are unaware of”. Claudia Little, Marketing Manager, goes on to explain “To emphasize this difference we needed to veer away from the industry standard communication materials. We feel that our Omen Wine brand has many similarities with the hand-crafted beer or spirits movement so we looked to those industries for inspiration.”
Rather than showcase the wine in a traditional setting of food or vineyard, the bottles are set amongst poker chips and card games and other situations where people get together in a casual way to have a good time. They have balanced warm colors and moody images with the playful message “This is a Good Sign”. The overall effect is interactive and inclusive of wine drinkers of all experiences and cultures.
Currently producing approximately 3,000 cases between their two varietals (Omen Red Blend and Omen Pinot Noir), Atlas Wine feels that a 30,000 case per year goal is achievable within a few years as people, regardless of age or income, are eager to find an additive-free, crafted wine at an everyday price.
Both the 2015 Omen Sierra Foothills Red Blend and the 2015 Omen Oregon Pinot Noir are currently available at (a) restaurants and retailers. Both Omens have a suggested retail price of $19.99 / 750ml.
For more information about Atlas Wine Co, Omen Wine and and their other brands Oro Bello and Agnitio please visit: www.atlaswineco.com. Join in: #omenwine #thisisagoodsign