Jackson Family Wines is well-known for its Kendall Jackson Chardonnay brand, among the best selling wines in the United States. Yet while many associate the “Jackson” brand with the mass-market audience that its flagship vintage serves, the company also caters to an elite cadre of wine enthusiasts. Jackson owns nearly three dozen highly regarded premium wine brands in its Artisan & Estates Group, which have no direct association to the parent brand.
In an increasingly competitive market for boutique wines, Jackson sought a new way to foster a deeper bond with its existing customers and introduce its high-end portfolio to new customers.
brandadvisors developed a highly tailored wine country experience that delivers what its ultra sophisticated clients savored: personal enrichment, deeper connections with friends and family, and privileged access to some of the most beautiful and prized vineyards in the world.
The service experience leverages Jackson’s vast portfolio of prime vineyard real estate to serve as a living classroom where wine lovers can follow in the footsteps of artisans and growers, dirty their own hands in the fields, and rest their elbows on the tables of Jackson’s revered chefs.
The immersive experience takes customers’ passion for wine “beyond the realm of taste” and launches an on-going journey of discovery and fulfillment that invites guests to return often.
brandadvisors developed the program’s name, Fifth Leaf, and its logo, identity system, program materials, and tools to reinforce the brand promise. From the subtleties of the program envelope’s branded wax seal to hand-made journals created for each visitor to capture their notes and memories, Fifth Leaf is a truly special experience.