The new display of "Wine Your Way" ads are titled “Your Way Café” and suggest dispensing with traditional wine rules. In the work, diners talk with a waiter who encourages them to upending conventions: drink red wine with fish, sip wine from a mug, even serve red wine chilled!

The whimsical approach underscores Mondavi's larger mission, which is making wine drinking accessible and enjoyable for all, without conforming to rigid expectations.

The spots just launched nationally across social media outlets (YouTube and Meta) and via digital OOH advertising in key markets, including Los Angeles, Raleigh, Atlanta, Charlotte, Philadelphia, Washington, D.C., St. Louis, Minneapolis, Denver and Tampa. 

Woodbridge produces more than 30 different wines.

VaynerMedia has done work for various clients, including TikTok, Mint Mobile, WeWork and Unilever.