“Wine Block” Breaks Through the Boxed Wine Stigma (2005)

PROGRAM OVERVIEW
To launch Wine Block successfully, Fineman PR had to work against the social stigma associated with boxed wines. When the campaign was initiated, boxed wines were commonly perceived as cheap and inferior to bottled wines. To attain needed credibility, the public relations campaign was built on a foundation of acceptance of boxed wines in Europe and the need for a sleek and conveniently packaged wine that would fit into the lifestyle of busy professional women and homemakers to whom the wine was targeted. Based on the increasing popularity and sales of wine, the wine media was asked to reevaluate the boxed wine category and review Wine Block for the new level of quality it was bringing to the category. As a result of this public relations campaign, Wine Block became the “picture” of good quality boxed wines and sold twice the projected supply without the aid of an advertising campaign.

CHALLENGE
Kendall-Jackson Wine Estates Ltd. (K-J) hired Fineman PR to launch its new Select Division Brands wine, Wine Block, a boxed wine.  The first objective was to create awareness for the new wine and position the product as bringing a new level of quality to the boxed wine “genre.” The challenge for Fineman PR was to break through the stigma of boxed wines and encourage trial of Wine Block.