Having achieved success in Europe, in 2022 Burgans looked to expand to the US market. They needed to generate awareness and brand value in a new, highly competitive market where Savignon Blanc, Pinot Grigio and Chardonnay dominate.
While previous generations embraced the formality of wine scores and noble grapes, today’s consumers are excited about co-fermentation methods, lesser-known wine regions and varieties, and brands that align with their values.
To appeal to our urban-meets-suburban audience, we leaned into the tourism aspect of the brand to inspire a sense of wanderlust. We told the story of family ownership and a hands-on approach to making wine that would appeal to our audience’s family values.