Increasing Lail Vineyards’ DTC Engagement

Lail Vineyards came to CF Napa to ramp up their direct-to-consumer communication. The family wanted to create greater engagement with their customers, a sense of scarcity and a buzz of anticipation for their most coveted wines while also highlighting their incredible wine scores.

CF Napa developed a 12-month system of both traditional print and electronic communications. Brochure mailer templates were created to announce futures and new releases that allowed for rapid updates each year. The mailer for each brand – Blueprint, Georgia, J. Daniel Cuvée, Welly – has its own unique design, reflecting their individual brand personalities.

Each piece includes a brief description of the brand, reviews of the wine, production facts and purchasing information.

. To reinforce the outstanding quality of the wines, heavy paper stocks were selected – creating a tangible quality cue as well as providing reinforcement for the shipping process.

Delicate foil details echo the packaging design and hint at the extra attention and love Lail puts into each bottle of their wine.

Drink With Your Eyes®