Brand Repositioning Case Study

Line 39

A New Bar of Excellence is Set by Line 39

Marketplace Results

Since its re-launch, Line 39 has received numerous awards including Rising Star Growth Brand Awards by Beverage Information Group for three consecutive years in 2009, 2010 and 2011. In 2009, production grew from 19,211 cases to 32,924 cases, a 71% increase. In 2010 the trend continued with 62,000 cases, an 88% increase. 85,500 cases were produced in 2011 and the brand was expected to surpass 100,000 cases in 2012. In 2012 and 2013 Line 39 was recognized as a ”Rising Star Growth Brand” by Beverage Dynamics and in 2013 sales increased to 140,000 cases.

“Our desire was to upscale the Line 39 label to reflect the high quality: price ratio that the brand had become known for in the marketplace. CF Napa “hit it out of the park” and we still get feedback on a regular basis that the label looks far more expensive than the price. This is exactly what we wanted.”

Roy Cecchetti
Cecchetti Wine Company

Line 39 Wine Packaging Design & Logo
Line 39 Excursion Wine Packaging Design & Logo


Cecchetti Wine Company


United States

Project Scope