Brand Repositioning Case Study

Fetzer Vineyards

The Pioneers of Sustainability Rediscover Their Classic Roots

Marketplace Results

The new package design launched in February 2012, and Nielsen’s initial lunch numbers show an 8% increase in total US volume with a 3% increase in California alone.

“When you make changes to a 1.8 million case brand you want to make sure you maintain and expand your primary base. CF Napa creatively utilized the Fetzer equities while increasing the core messaging and quality cues of the brand. The creativity behind their solution truly stands-out. Not only did they create a successful new package, it was accomplished from design to bottling line in 3 months with their team working remotely with ours in Chile. Impressive work all the way around. With a 1.8 million case brand, production efficiency is a key factor in the bottom-line. CF Napa increased the quality of our finished goods while protecting production efficiencies. The new bottles, capsules and labels all run seamlessly on our production line. Working with CF Napa has truly been a wining formula.”

Rodrigo Maturana
Global Marketing Director
Fetzer Vineyards

Fetzer Vineyards Wine Packaging Design & Logo


Fetzer Vineyards


United States

Project Scope

Brand Strategy
Story Development