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If Your Reputation is Behind Bars, Turn Sour Grapes into Fine Wine

By: Christi Dixon | 07/24/2009

First off, I have to apologize for the headline. I couldn't resist the wine puns combined with my favorite branding story of late.

We have a keen interest in local wines and winemaking, as my husband is involved in the Missouri industry. We've been known to stop when we see obscure signs or drive down miles of gravel roads to experience the local flavors. I'm not complaining!

My family recently visited Anamosa, Ia., home of Daly Creek Winery and Bistro. Enter the town's first reputation demerit-it's home to the state penitentiary, as in PRISON. Creepy. Anyway, they're also known for the National Motorcycle Museum and sprawling farms. (For you city folk, the farms might offer a second demerit.)  Admittedly, I didn't expect much from the wine, but one particular package was the key to piquing my interest. Enter Penitentiary Red, their robust dry red. The conversation with the barista went something like this.

"Is that a picture of a courthouse on the bottle?"

"That's the state penitentiary."  Courteous sipping and nodding of heads.

 "It used to be around this area?"

 "It's right down the road-you can go and tour if you'd like."

Not today. We went on to discuss the characteristics of the wine. They use a local grape, Marechal Foch-grown on the owner's farm, of course-and blend it with California varietals like Cabernet Franc. It's aged in oak and sold when the wine is fairly young.

Ms. Barista went on to explain that each cork is emblazoned with the word GUILTY... alluding to the fact that your cork is "red-handed" when it comes out of the bottle. To wrap up the story, the bottleneck is adorned with tiny handcuffs to remind you to "be good" while you're enjoying it. I smiled all the way to the car, bottle in hand and a story to tell.

From a branding perspective, you can argue that the shtick is cheesy. But I'd contend that this obscure local winery has come up with a way to make one of their products memorable, locally relevant and a bit naughty.  And isn't that what you want from a bottle of wine?

Posted in Brand Positioning