​​Situation: A decision had been made by Allied Domecq to re-launch their entire Callaway Wine brand under the name Callaway Coastal.​


Strategy:  Generally, people are “intimidated” by wine and wine selection.  Wine is traditionally a product that is “recommended.” Certain wines “should” go with certain foods and situations.​


Our strategy was to make Callaway Coastal an everyday brand that was contemporary, yet very approachable. Giving people permission to enjoy life with a glass of wine wherever and whatever.​


The integrated campaign launched in national consumer magazine, regional radio, local newspaper, national cable television and off-premise POS materials.​



  • Six months: sales were up 25% over forecast  

  • First year of campaign -  27% increase in total brand awareness

Callaway Coastal
A Repositioning Campaign