CHICAGO Carmichael Lynch has won the $8-10 million advertising account of Brown-Forman's California wines division, according to the agency.
The Minneapolis shop already handles Brown-Forman's Bolla Italian wines. The Louisville, Ky., company's California wines division includes brands such as Fetzer, Bel Ardor and Sonoma Cutrer. CL won the business after a strategic shootout with incumbent DDB San Francisco.
"Our work together on Bolla wines is what brought us to this decision," said Andrew Mansinne, the company's global brand director, in a statement. "The California wines need that same level of passion, creativity and results that Carmichael Lynch has delivered time and again for the Bolla brand."
Though the agency valued the account at $8-10 million, Brown-Forman's spending was minimal for those brands last year. The company spent less than $2 million on measured advertising on the brands last year, according to TNS Media Intelligence/CMR.