As Peter Mondavi Jr. was giving his talk last class an image on the projector behind me caught my attention:
Artist in Residence - Judy Donovan
My first thought - "what a nice life these winemakers lead, they get to have a home in the middle of paradise, travel the world getting inspiration from other vineyards, and now they also get an artist in residence?"
But I did a bit of research after class and saw some really cool examples of collaborations that I think could uniquely drive brand value or expand a winery's audience.
What do you do when your winery shares the name with a popular New York street artist known for graffiti? You could sue, or you could collaborate. Faust Napa produced a bottle in conjunction with Faust the Graffiti Artist's debut in the Museum for Contemporary Art in Berlin:
Although it initially seemed like an odd pairing, the idea of sponsoring a documentary series actually could be a great idea. Named awards (such as the Charles Krug Legendary Filmmaker Award) is a great way to get your brand out with a well-heeled audience and also potentially attract celebrity endorsement. In addition, it's a great way to attract foot traffic to your wine region. There's no way that the award winners, spectators, and other members of the ecosystem for this show are not stopping by some wineries on their visit, and in so they are boosting the local economy after a very difficult year.
I love this aspect of the wine business. It truly is a lifestyle industry, marrying the product and broader arts culture. Your post reminded me a lot of our Inniskillin case, which touched upon this theme. As you probably remember, Provost got his start at LVMH with an art collab between Courvoisier and an art deco artist, Ertre, who designed decanters for the company. I think Provost's experience at LVMH informed his belief that savvy incorporation of the arts into marketing campaigns and branding could propel a brand to success. That seems to continue to be key to the Charles Krug strategy as well.
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