CK Mondavi Family Select - New Product Development

Brand Architecture - Target Consumer Gap for CK Mondavi

Developed concept to extend branding beyond existing following. Sold in "new tier" concept to stakeholders, developed concept from A-Z, oversaw development team through launch.

The new tier extended brand equity to new a new, growing $16-$17 price point to grow consumer following and elevate brand position.

Key Communication Points: 4th Generation Mondavi offering, Winemaker = Angelina Mondavi, select-hand crafted with quality oak aging