Korbel has chosen Carmichael Lynch as its new brand and media agency of record, which includes strategy, creative, social, media and brand activation. The California champagne producer will work with the IPG agency to refresh its brand positioning and expand its reach. The appointment follows a national agency review process managed by AAR Partners.
Korbel and Carmichael Lynch previously worked together in the 1990s for a decade. This new relationship marks a return to that partnership.
“I’m excited about our reunion with Carmichael Lynch. They helped us market the brand successfully in the past and they delivered on insight-based strategies to take us into our next chapter,” said Gary Heck, president, chairman and owner, Korbel. “It was clear in the pitch they are a strong strategic and creative partner as we look to break out in a crowded category and expand ways to celebrate.”
Korbel California Champagne is one of the oldest and most recognized sparkling wine brands in the U.S. The new collaboration comes at a time when champagne and sparkling wine sales have lost some of their fizz after a surge spurred by the end of Covid-19 lockdowns.
“Korbel has a unique opportunity to lean into the changing way that people are celebrating today to reach new audiences that may not have the California champagne top of mind,” said Julie Batliner, president, Carmichael Lynch. “We’re looking forward to helping them stand apart from the category through cultural moments showing the less stuffy and more bubbly side of champagne the way only Korbel can.”
Carmichael Lynch is on a win streak lately, having recently landed Red Robin and the Houston Texans.
Details of the deal were not disclosed but COMvergence estimates the 2023 spend for Korbel Champagne is $1.2 million. The brand previously worked with PriceWeber.
