Launching thoroughbred wines
from the makers of Kendall-Jackson
Introducing Windracer Wines Hand-picked, Small Lot
Luxury Chardonnay and Pinot Noir
Kendall-Jackson's Chairman & Proprietor Barbara Banke and her friend Peggy Furth, both Connoisseurs of fine wines and owners of some of the most successful racehorses in the world, combined their passions into a singular, luxury wine brand—WindRacer. Handcrafted from the most difficult-to-farm, yet exceptional, vineyards along the heralded Sonoma and Mendocino Coasts, only 1,200 cases are produced each year.
Our challenge: Identify and target the affluent wine enthusiasts who would appreciate yet another entry into the luxury Chardonnay and Pinot Noir market and be willing to order online and pay the premium price.
Reaching the Precise Prospects
To achieve a profitable ROAS with only a limited quantity of wine, it was paramount that the media be precisely targeted with no wasted spend. We verified and quantified that the precise target prospects were all:
- Upscale Chardonnay & Pinot Noir Purchasers
- Active Equestrian Lifestyle Enthusiasts
- Living in the Highest Indexing Equestrian Geographies
Modeling & Forecasting the Full-funnel Cro Plan
We worked with the WindRacer team to model and forecast the target market reach, conversion rate, and media spend that would generate a profitable ROAS.
Executing The Full-Funnel CRO Media Plan
We worked with the WindRacer team to create a campaign with 3 potential conversion paths:
- Direct online purchase
- Retargeting that leads to purchase
- Entering a CRM that leads to purchase
Each Campaign’s ROAS was tracked daily and precision-optimized to the highest-performing DMAs, media platforms, and creative assets.
Presale Event Email & landing page
Virtual & Live Wine Tasting Events
We worked with the WindRacer team to market virtual and live wine tasting events, featuring internationally acclaimed winemaker Nikki Weerts.