Activating a storied wine brand with prohibition origins at retail

  • Brand Extension
  • Point-of-sale
  • Shopper Marketing
  • Promotion
  • Print


SIMI Winery, founded in the heart of Sonoma County in 1876, came to BRIGADE for help bringing their storied ‘Goodness from Grit’ campaign to life at retail, and more recently, their exciting partnership with Reese’s Book Club (RBC) — the SIMI X RBC Editor’s Collection.


To date, we have executed on four main programs for SIMI — including the main ‘Goodness from Grit’ flow campaign, which is in store all year; the ‘Keep the Goodness Pouring’ holiday campaign, the ‘Goodness Makes a Home’ home makeover sweepstakes; and the ‘Great Wine Inspires Great Stories’ SIMI X RBC partnership. While the four programs had different goals and timeframes in store, we ensured connectivity with a few overarching creative objectives: 1) Convey SIMI’s grit and from-the-ground-up origins; 2) Clearly communicate the elevated lifestyle associated with the wine; and 3) Carry forward the “Goodness from Grit” campaign aesthetic throughout. The one exception to the rule was the SIMI x RBC program, which came with bold, bright brand guidelines of its own, driven by the RBC brand and the fresh, peachy color palette of the Editor’s Collection labels. 

This does not constitute an endorsement of any kind.


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