The California Wine Institute recently launched a new branding campaign as part of the U.S. Wine Export Project to reach $2.5 billion worth of U.S. wine export sales over the next 10 years.
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Called Golden State of Mind, the event will showcase California"s efforts in sustainable viticulture, innovation and winemaking.
The first phase, to be launched in spring 2021, will focus on digital advertising and consumer-facing promotional outreach, beginning with the introduction of a new look and logo.
Pillars of optimism, innovation and winemaking progress, the event will also promote an online calendar of events, such as virtual winery tours for trade and educational webinars, and a new wine education course with a four-tier certification program.
Seeking to expand its audience in emerging markets, California Wine Institute is launching new campaigns in markets including Canada, Denmark, Germany, Hong Kong, Japan, Mexico, Sweden and the United Kingdom, as well as Australia, France, Israel, Spain, the United Arab Emirates, Ukraine and other Eastern European markets.