• by Steve Ellwanger , January 13, 2023

The Temecula Valley Winegrowers Association in Southern California is raising a glass to simplification.

Representing 47 wineries that are popular travel destinations between Los Angeles and San Diego, the 55-year-old organization has shortened its public brand name to Temecula Wines.

“We wanted to create a brand expression that felt like an invitation to come celebrate wine and enjoy the wine experience,” Jon Bailey, founder and chief relationships officer at the 62ABOVE agency, tells Marketing Daily.

In addition to the name change, the result is a new “Sippin’ on Sunshine” logo and “Raise Your Glass” advertising campaign in which wines, grapes and sunsets are prominent.

“Raise Your Glass” comes to life in this 90-second spot from 62ABOVE that leverages documentary-style photography and videography to toast the joys of wine, friends and good times.

In one scene, two women enjoying poolside wine are accompanied by a voiceover making three wishes: “A glass of wine, sunshine and…a little more wine.”

Asked what prompted the association to change its name, Bailey says “The organization name is the same, but the public brand name was updated to simplify the brand.”

The campaign spot is running on digital platforms, with a primary focus on people within a 100-mile radius of the Temecula Valley followed by Phoenix, Tucson and Las Vegas and tertiary targeting in Oregon and Washington.