Crocker & Starr Flavor Adventure Campaign

Crocker & Starr is an established Napa winery with a healthy following and email list. Celebrating their 27th harvest, they see their customer base changing. As Baby Boomers age, they drink less and are replaced by Millennials joining wine clubs and visiting tasting rooms. Millennials, who grew up with the internet, are highly visual and look for triggers like icons and emojis to help direct them on content instead of the traditional long-tasting notes that Boomers expect. How should a winery whose database continues to shift serve both groups via email?
The solution is through a balance of copy and photography. The previous images of the winery or winemaker have been replaced with a collection of food items that visually communicate what flavors to expect from the wine. A recipient doesn’t need to read the copy to understand what the wine release has in store and decide if they want to try the new wine. However, the scores and tasting notes are still there for the traditionalists who want it. The emails are both informative and scannable and the artful balance struck within each communicates clearly while conveying quality and style.