California Wine Institute: It's Always Sunny in California

Client: California Wine Institute

Californian wine is just not on UK wine drinker’s radars. And no wonder, we have France, Spain, Italy on our doorstep, not to mention all the New World options; we’re spoiled for choice when it comes to great wine.

UK drinkers saw Californian Wine as expensive, unfamiliar and not worth the premium. But while California might not be known for its wine here, Britain does have a bit of a love affair with the Californian lifestyle: glamour, endless beaches, sunshine, and that laid-back attitude to life. The challenge was clear: how do we turn that love affair with California into a love affair with Californian wine?