News Fetch

← Return to OtherVoices Articles

Memphis Test Markets New Wine Ad Campaign

Submitted By: Christina Mitchell, August 20, 2010

(MEMPHIS, Tenn.) A national wine advertising campaign is being launched this month in the Memphis market for Crane Lake Cellars, a California brand of Bronco Wine Company. Local distributor Victor Robilio is spearheading the program and sees "exciting results from the launch."

The program has begun with radio and point-of-sale activity. The campaign uses the line, "A Wine For All Reasons" and shows Crane Lake wines in a formal champagne flute, traditional table wine glasses and an informal kitchen glass. The national program includes newspaper, TV spots, outdoor and consumer and trade magazines.

"We're pleased to be the launch pioneer," Robilio said. "We're right on the wave of the new value focus of wine drinkers in this economy people want quality and they can find it under $10. Then they see our banners and find Crane Lake at $4.99-5.99!"

Bronco president Fred Franzia said, "The Franzia family is happy to work with another family operation like Robilio in the Crane Lake program. The brand is growing rapidly as consumers see that we have a broad varietal lineup and an excellent quality-value ratio."

Baker Street Advertising, San Francisco, is the advertising agency. Jack Boland, president, said, "We're thrilled to be launching our campaign in Memphis. With Crane Lake's quality, variety, affordability and this smart ad campaign, we see unlimited growth potential."

Bronco Regional Manager Timothy Mizysak said, "Crane Lake is the first vintage-dated brand introduced in the super-value category and became the market leader despite many non-vintage competitors. Victor Robilio Company has done an excellent job along with their retail partners in the Memphis market to keep consumers informed of our quality difference."

The campaign will be rolled out on a market-by-market basis.

Bronco Wine Company, producers of more than 40 wine brands, is owned by the Franzia family which has made wine in California for more than one hundred and ten years. Bronco Wine Company and the Franzia family have no relationship to Franzia brand boxed wine. For more information on any of the Bronco Wine Company wines call (800) 692-5780. Crane Lake Cellars is marketed nationally by Domaine Napa Wine Company .