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Raymond Vineyards	1 | 2

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Challenge

Raymond Vineyards is a family run winery. The Raymonds are farmers first, executives second, and horn-tooters, last, if at all. But they had grown to a size that required some investments in brand building and marketing. The obvious choice was The Wine Spectator.

They were concerned that any advertising not be contrary to their nature. They are modest.

Approach

Halleck took the Raymond's modesty as a key point of differentiation and believed it to be compelling enough to build an advertising campaign upon it.

Results

Raymond Vineyard wines raised two points average in their reviews in the Wine Specator. This translated to increased sales.