Mak­ing bold choic­es to craft a fruit­ful strategy

In a world of high-alco­hol, in-your-face wine choic­es, some may not think of New York Wines as bold. But NY is char­ac­ter­ized by a unique­ly bold atti­tude. We worked hand-in-hand with the New York Wine & Grape Foun­da­tion to devel­op posi­tion­ing, mes­sag­ing, and tac­tics to sup­port two key ini­tia­tives that are chang­ing the per­cep­tion of NY wine — Glob­al Mes­sag­ing and Sus­tain­able Wine­grow­ing Cer­ti­fi­ca­tion. Togeth­er, these pro­grams and our work are show­ing the world how a group of out­siders can change the wine sta­tus quo.