Kirshenbaum Bond & Partners here has been tapped to handle the advertising efforts for Alice White wines in the U.S. The estimated $6 million account win comes after a review that included one other undisclosed Bay Area shop.
Kirshenbaum will handle radio, online and guerrilla marketing for the client. The relationship marks the first time Alice White has worked with an agency on a fully integrated campaign. The brand, which offers six varietals (chardonnay, shiraz, cabernet shiraz, cabernet sauvignon, merlot and semillon chardonnay) has not advertised nationally before.
Based in Concord, Calif., Alice White wine is sourced from a selection of vineyards in South Eastern Australia. Canandaigua acquired the Alice White brand this March when it purchased Corus Brands of Woodinville, Wash.
"The time is right for cleverly branded, accessible Australian wines, and the Canandaigua people are passionate about developing Alice White," said Nigel Carr, general manager and managing partner at Kirshenbaum.
Carr also said early research on the brand found that women are looking for more interesting, more relevant wines for under $10. Christopher Cohen, director of marketing for the table-wine division of Canan daigua, said Kirshenbaum's "strategic, disciplined focus on the consumer" was an important reason behind the shop's selection.
The win comes on the heels of layoffs at the 45-person agency. With the addition of Alice White, Kirshenbaum is expected to reach $70 million in billings.