Terlato Backs The Federalist With Craft-Focused Campaign, Targeting Bourbon DrinkersSeptember 14, 2018
Terlato Wine Group’s The Federalist has been among the most successful California wine launches of the past few years, topping a quarter-million cases in its first four years on the market. Last year, the brand was up 30% to 260,000 cases, according to Impact Databank. This year, Terlato projects that the Federalist will see 40% depletions growth, and it’s looking to keep up the momentum with a new multi-million dollar campaign aimed at bringing more craft beer and spirits-focused consumers into the franchise.
The Federalist’s new campaign, “American Craft Wine,” is centered on the digital space, and includes partnerships with ESPN, Thrillist, and Hulu. The push targets the brand’s core 30-40-year-old male demographic. “We want to expand our footprint to be more inclusive of beer and Bourbon guys,” notes Dave Lane, president and COO of Terlato Wines International. “We give them permission to choose wine.” Dovetailing with the Bourbon theme, Terlato created a new wine glass—“a stout, rocks-like glass with thin, wine glass walls and a solid base,” according to Lane—to promote the brand among whiskey drinkers.
The American Craft campaign, which will target fall sports and winter entertaining occasions, marks a continuation of The Federalist’s outreach to spirits and beer consumers. The brand has seen solid progress for its Bourbon barrel-aged wines ($20), which include a Zinfandel and red blend. The Bourbon barrel offerings, along with the Lodi Cabernet Sauvignon and Honest Red Blend, have been key growth drivers for the brand lately, Lane notes. The portfolio also includes a Mendocino County Chardonnay and Zinfandels from Lodi and Dry Creek Valley.—Daniel MarstellerSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.