Brand Repositioning Case Study

Redtree

New Design Helps Redtree Grow to New Heights

Marketplace Results

Re-launched in new packaging in 2008, sales of Redtree quadrupled from 2007 growing to 80,000 cases shipped. Despite the diffcult market, Redtree grew signifcantly in 2009 with sales increasing an incredible 36% to 109,000 cases shipped. In 2009 Redtree was also awarded ‘Hot Prospect Brand’ by Impact & Market Watch and ‘Growth Brand’ from the Beverage Dynamics. The growth and awards continued in 2010 with more than 130,000 cases shipped and in 2011, the brand shipped 142,000 cases and again received the ‘Rising Star Award’ by Beverage Dynamics.

“You aren’t given many second chances in the wine industry to introduce a new brand, but CF Napa gave us that chance with their redesign of the Redtree packaging.”

Roy Cecchetti
Owner
Cecchetti Wine Company