Ste. Michelle Wine Estates
To debut a new low-calorie, no-added-sugar varietal, Ste. Michelle Wine Estates wanted to connect with customers beyond the typical wine verticals in the Better For You category. Our solution: a refreshing blend of active lifestyle experiences for select journalists, highlighting Liquid Light Pinot Grigio and other wines in the product portfolio.
We. targeted National Pickleball Day as an entry point into the active lifestyle space, hosting two exclusive 1:1 “Serve & Sip” media events in Los Angeles and New York. A private pickleball lesson followed by a tasting let journalists experience Liquid Light’s ethos firsthand: fun, balance and quality. Select media received promotional kits with branded pickleball gear and complimentary wine, while a broader distribution mailer extended the campaign’s reach. We. also worked with a lifestyle sommelier influencer to develop and promote a pinot-grigio-based cocktail recipe.
Liquid Light Pinot Grigio scored an ace by keying off thenation’s fastest-growing sport, a product of Washington State just like thewine. The fitness + wine pickleball experiences built strong connections forthe brand with media and social influencers. Ste. Michelle further amplifiedthe impact by driving vibrant conversations across social channels, sparking engagement and reinforcing the brand’s presence in cultural moments.
