NAPA, CA: Delicato Family Vineyards has appointed Formula as PR AOR for its Noble Vines brand following a competitive review.
Five agencies were invited to pitch for the business, said Kylie Barnett, PR manager at Delicato.
She said Formula’s strong consumer lifestyle media relationships, high level of professionalism, and understanding of the Noble Vines brand stood out to the company during the review.
Also, the fact that the firm’s "philosophy is really rooted in storytelling" was important to Delicato, said Barnett.
Formula, which began working on the business in March, has five staffers in Los Angeles on the account with help from its New York team when needed, said Michael Olguin, president of the agency.
He said the firm will work to engage lifestyle media, influencers, and trade publications.
The biggest goal is to "drive the [brand’s] lifestyle positioning as an affordable luxury," added Olguin.
As one of the fastest growing wines between $10 and $14.99, Noble Vines wants to build the brand among consumers by telling its story, said Barnett. Its target demographic is men and women between 25 and 45 years old.
Each wine in its collection is labeled with a number, such as 337 for the cabernet sauvignon, related to the specific clone used in developing the wine varietal. That developmental story works well when reaching out to trade media, but going forward, Noble Vines wants Formula to fine-tune the brand’s message, said Barnett.
Until 2010, the brand was called 337, but once the collection began adding varietals, such as the 667 pinot noir, Delicato changed the name to Noble Vines, explained Barnett.
Budget information on the account was not disclosed.
Delicato Family Vineyards, which reached its 90th year of making wine this year, has nearly 20 brands in its portfolio, such as Gnarly Head, Bota Box, and HandCraft.
Last December, Formula won another spirits client, adding Phillips Distilling Company’s UV Vodka and Prairie Organic Spirits collections to its roster.