The Be. line, which was released to the press in June and to consumers on July 11, has four different flavors including Flirty, Radiant, Fresh, and Bright, each of which was created to pair with a woman's mood and lifestyle rather than food.
“We saw Millennial women as a unique wine generation because they're entering the wine category at a higher rate than previous generations and they like to discover and experiment,” explained Nicole Carter, VP of global PR at Treasury Wine Estates. “Wine is not a status symbol to them, and they see wine as fun, sexy, and sophisticated, so Be. was the perfect way to talk to them.”
To raise brand awareness among media and consumers, Finn Partners, with a core team of four staffers working on the campaign, has been engaging lifestyle publications and fashion and style bloggers, said Cindy Coppola, associate partner at the agency.
“Our goal is to change the way people approach their wine selections,” added Coppola, “so if we can take down the pretense of wine and get new people to try it, enjoy it, and have fun with it, then we will have done our job.”
Finn Partners has been working on projects with Treasury Wine Estates for eight years. It has also been working with Be. on its partnership with blow-dry bar chain Blo, helping engage local media for events and samplings.
The next big PR push for the brand is during New York Fashion Week from September 6 to 13 at Style 360, which is being sponsored by Be., Elle, and the New York Post, said Carter.
At the event, Be. is hoping “to appeal to the modern women through stylish offerings” by designing the booth to look like “every woman's dream closet,” she added.
Brand ambassador and host of Style Network's “How Do I Look?” Jeannie Mai will attend the Fashion Week events and is designing some signature outfits to pair with the wine flavors. Both Mai and Be. will tweet and post Facebook updates throughout the week, Carter said.