California wine label Bread & Butter, part of the WX Brands portfolio, has expanded its “Don’t Overthink It” ad campaign with new creative material from agency Argonaut. The extension of the campaign is aimed at younger consumers who, according to the company, report that wine feels too complicated compared to other types of alcohol.

The new ad encourages consumers to drink wine without pretense or ritual and will play across video, digital, and social media advertising. An Impact “Hot Brand,” Bread & Butter reached 1.72 million cases in the U.S. last year, according to Impact Databank, averaging about $16 a bottle at retail. The California label ranks among the leading above-$10 table wine brands in the U.S. in retail value terms at more than $300 million.