Canandaigua Moves Closer To Home

Partners & Shevack Picks Up Arbor Mist Wine
NEW YORK–Canandaigua Wine Co. has unexpectedly shifted its $10-15 million Arbor Mist account to Partners & Shevack, without a review.
Shevack here won the account two months after Trone Advertising in Greensboro, N.C., introduced the brand in a summer print campaign. The client switched agencies because Shevack is closer to Canandaigua’s headquarters near Rochester, N.Y., which should improve communication, said Rob Vlosky, brand director at the vintner.
Although Shevack president Lynne Seid hopes to build on the launch campaign, the agency has not decided whether to keep Trone’s tagline: “Great-tasting wine with a splash of fruit.” Shevack will produce TV spots next spring. The client is positioning Arbor Mist in a niche between wine coolers and varietal wines.
While Trone’s print ads targeted women aged 21-34, Vlosky said the campaign’s second phase will skew to a slightly older demographic, 25-to-40-year-old women likely to shop in groceries where Arbor Mist is prominently displayed.
Shevack linked with Canandaigua via sister agency Wolf/Rochester, which is also on the client’s roster. Trone, which did not return calls, still handles Canandaigua’s Taylor Reserve and Mystic Cliffs lines.