JL Woods
When Carol and Paul Morrison took over Carol’s family’s ranch in Monterey County, CA. it had been in the Wood family for over 100 years. Carol’s father had grown grapes, but only to sell to wine producers. There was not a wine brand bearing his name. So, Carol and Paul created one.
They also had a mission that not only included land preservation and sustainably grown grapes, but also the desire to reinvent the taste of Chardonnay to be in line with the next generation of wine drinkers tastes and values.
Their commitment to land preservation and sustainability drove them to trademark the tagline Planet Friendly Wines™ and commission illustrations of some of the animals roaming free on their ranch for their wine labels.
- Unknown small brand.
- No tasting room.
- Little to no on or off premise distribution.
- Current perceptions of who drinks Chardonnay and its taste profile.
2024 Hermes Awards
Platinum Award
2023 Marcom Awards
Platinum Award
2023 Marcom Awards
Platinum Award
Project Details
Target Audience
Millennials and Gen Z were identified as the core target audience for 4 reasons:
- Next generation of wine drinkers with open minds.
- Driving sustainable, low and no alcohol wine consumption.
- Always on the look-out for new tastes and flavors.
- JL Wood’s Planet Friendly Wines™ values mirror their values and their desire for “fresh tastes” in wine.
Brand Positioning
Rethinking Chardonnay for the Next Generation of Wine Drinkers.
Main Message
JL Wood shares your values and crafts Chardonnays that are a refreshing take on this popular white wine.
Key Support
- Small Family Winery Owned by a woman who values preserving the land for future generations.
- Planet Friendly Wines™ – Certified Sustainable Farming.
- Crafted not produced like large bulk wine companies.
- Crisp, fresh, light taste.
- Low, no alcohol, and no oak options.
Voice, Tone and Manner
- Voice: Honest, confident.
- Tone: Bold, refreshing.
- Manner: Straightforward. A friend.
Website Homepage Copy Writing
- Focused the copy to highlight brand positioning, the story, messaging and key support points.
- Offset the masculinity of the brand by writing the copy in Carol’s voice and telling her and her family’s story.
Marketing Plan
With no awareness to talk of, the marketing plan focused on building a social following and driving prospects to the site.
Additionally, we designed email work flows, designed and wrote system and action emails, a drip campaign to welcome prospects to the brand, and set-up a second automation to thank customers for their order, rate the wines, follow/like the brand social.
