Brands I've Built, Launched, and Repositioned

Challenge: 19 Crimes was moving fast, but line extensions stalled and West Coast distribution underperformed. We needed to own a space where wine became an experience, not just a SKU. Approach: A year-long integrated campaign spanning AR labels, in-store sweepstakes, social activation, and an Alcatraz party. Results: 500% increase in brand awareness, 100% distribution increase, 1M+ app downloads, 128M+ impressions, and a Super Reggie winner for integrated campaign.

Challenge: Penfolds is an Australian icon, but in the U.S., it was getting buried by critter brands. The target audience saw commodity, not heritage. Approach: We took over a NYC mansion for three days. RFID-tracked tastings gave each sommelier a personalized journey through the archive. Best Dressed Somm on Instagram turned the community into brand ambassadors. Results: 115% YOY sales increase, 7.4M impressions, Gold Reggie, and Best Digital Campaign from Beverage Dynamics.

Challenge: Napa's original cult wine was approaching 80 years, but consideration was declining. Prestige can't coast. Approach: We created Rarity—a magnum-only release at $1,500 per bottle, leveraging archive wine from the 1970s to reinforce heritage. We partnered with Riedel for a bespoke glass. Then we toured luxury markets with retrospective tastings. Results: Sold out in six months with zero advertising budget. A $1,500 bottle with no promotion. Positioning beats promotion.

Challenge: Bhang was a decade-old cannabis brand that had gone stale. New entrants and evolving expectations had left the positioning behind. Approach: Systematic interviews with accounts and consumers. The insight: cannabis wasn't about escaping reality, it was about amplifying it. We repositioned around "transform the fairly enjoyable into the ridiculously fun." New packaging, refined voice, consistent tone. Results: 48% volume increase and 25% accounts increase in month one. Clarity creates momentum.