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Beringer Wine Rolls Out New TV, Print Effort

Beringer Vineyards is rolling out a TV and print ad campaign aimed at introducing the winery to a new generation. The vintner calls its effort "a bold move for a fairly conservative industry," and launched it with TV spots backing its new Third Century brand. Spending is described as being in the "multimillion dollar" range, but Beringer isn't giving any more detail.

Ads were created by Publicis Groupe's Hal Riney unit and feature stop-motion animation and origami to stress the time-intensive wine creation process. They are running on cable nets, including A&E, the Food Network, Headline News and PBS, while print is set for Food & Wine, The Wine Spectator and The New Yorker, among others. Barry Sheridan, Beringer's vice president of marketing, says it is "a breakthrough campaign." Founded in 1876, Beringer is one of Napa Valley's oldest wineries.

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