Talbott Farms is Colorado’s largest grower of wine grapes with over 160 acres of Vinifera and hybrid varieties. The Company supplies some 34 wineries, and recently with Brandwerks’ strategic direction, made the decision to create and distribute its own portfolio of wines. Centennial Cellars derives its namesake from the Talbotts’ 100-year plus heritage of farming the Grand Valley, an idyllic place where wine grapes excel with nature’s balance of fruitiness and acidity.
Brandwerks worked with the Talbotts to create their wine portfolio strategy, including financial planning and capital investment. With the farm’s inherent cost advantages, the objective was to leverage the Company’s strategic advantage as grower suppliers into a vertically-integrated, market-driven beverage company. This was not to be a simple task given the extreme competitiveness of the wine industry, especially working through, and relying upon the industry’s three-tier system.
For Brandwerks, potential success depends on having a unique and sustainable point-of-difference. That’s the brand’s positioning statement or “brand story”. The Talbott family’s six-generation roots truly “run deep”. Working with the family and designer Shaun Cooney, we decided to create a package design system based on nature’s art, metaphorically/visually communicating these deep roots through the natural plant life that surrounds the Valley’s arid, high desert landscape.
With packaging complete, we designed and produced sales and promotional materials to support the brand at retail. Brandwerks directed and managed the sales and distribution process, helping the company launch the new premium wines with the Company’s distributor and personally selling the wines into national retailers Whole Foods, Total Wine & More and other key accounts. Trade reaction to the new brand is excellent, and we believe that the new Centennial Cellars premium wines will be very successful!