Wine for a ‘Porch Swing’ state-of-mind.
What makes a sip of wine a moment in time? Memory. Place. Emotion. Porch Swing® Sweet Red Reserve (2018) invites consumers to come on in and stay awhile.
Brief
Recruit younger shoppers (21-34) unfamiliar with Oliver brand, seeking smooth, fruity wines into sweet wine space.
Classic, approachable naming and system to communicate light,
easy-to-drink wine and command a premium price point.
Achieve distribution as control label brand inside Texas super-regional retailer, gaining share in a strategic market.
Distinctive brand world needed to exist with minimal investment.
Concept
Reframe the “porch pounder” in context of a romanticized, universally understood pastime.
Inviting, lived-in tone paired with bright, clean, and upscale modern aesthetic.
Copy points and Instagram grid with playful, Southern voice and personality.
Flexible iconography and easy-to-extend packaging system and brand elements, developed in partnership with CF Napa.
Results
Porch Swing Sweet Red Reserve exceeded year-one sales projections by +12%, averaging 275 cases per month in only 140 locations.
Packaging system refreshed in 2024 to add ‘by Oliver Winery’ and Oliver Winery brand seal.
Extended line now includes four total SKUs: Porch Swing Sweet Red Reserve, Porch Swing Rosé, Porch Swing Pink Lemonade. New item Watermelon Mojito joins shelf in 2025.
“Long talks, a gentle sway, cozying up to someone close — a porch swing is for the sweeter moments in life. That nostalgic feel, the warm and fuzzy, the good ol’ days and the memories yet to be made. ”
