Dog appeal helps double demand for wine in debut. (January 23, 2006)

Jess Jackson, founder of Kendall-Jackson Wine Estates (K-J), a Fulton, CA-based winery, was looking to enter the growing "critter" wines market.
Critter wines, which depict a range of animals from penguins to pigs on their labels, are value wines aimed primarily at young adult consumers. In launching Dog House Wines, Jackson partnered with Fineman PR to develop an initiative that would target trade and consumer press, as well as consumers. Aside from trying to introduce a new product into an already cluttered market, Jackson and Fineman PR had another hurdle to overcome.

According to agency president Michael Fineman, critter wines had gained a reputation among wine writers as low-quality wines. "Wine writers," Fineman says, "a major source of wine recommendations for wine consumers, largely ignored critter wines."

Strategy
Jackson and Fineman PR knew that in order for Dog House Wines to stand out, not only would the wine have to be a quality product, but it would also need a hook to grab the attention of the press and consumers. They decided to focus on humor and cause marketing. There were three components to the strategy.