Franciscan Mailer

With the release of their 2012 Cuveé Sauvage Chardonnay, Franciscan Estate asked us to help create buzz for their prestige wine. This was no ordinary wine, so we knew we needed a strategy that was just as unique. Unlike other wines, the Cuveé Sauvage is made naturally with indigenous wild yeast, which adds complexity and depth to the vintage.

Now, we could’ve done a write up detailing the story of the wild yeast, but we didn’t want the wine editors to fall asleep before they even tried it.

Instead, we wrapped the bottles with an elegant, reusable flour-sack towel with a toile de jouy pattern that represented the uniqueness of the wild yeast. The towel isn’t just a stylish addition to any kitchen, it keeps our client in sight, and top-of-mind.

3.2M impressions to date