Bringing Wine Down To Earth

Zuckerman Fernandes & Partners has launched a national campaign for Clos du Bois wines with the tagline, “From Sonoma County. Not France.”
The ads (one is shown here) are an attempt to “take the snobbery and mystery out of the wine industry,” said Gary Holloway, account executive at the San Francisco shop.
In a separate campaign for sister brand Callaway Wine, ZF&P offers random reasons for people–especially women–to toast when drinking. Outdoor and radio ads, postcards and mobile billboards all suggest consumers try such all-occasion toasts as “Here’s to the Fed Ex guy in shorts.”
The $4 million print and direct marketing effort broke last week in Southern California, and uses Callaway’s existing tagline, “Wine for whatever.” A print component will break next year when the campaign goes national, said Holloway.
Both brands are owned by the Wine Alliance, a division of international retailing group Allied Domecq.
–Jane Irene Kelly