College

College of Agricultural, Food, and Environmental Sciences

Department

Agricultural Education and Communication Department

Degree Name

BS in Agricultural Communication

Date

3-2018

Advisor(s)

Megan Silcott

Abstract/Summary

Malene Wines is the most recently developing brand under the Crimson Wine Group. Currently, the brand is being produced and managed under Chamisal Vineyards. Malene Wines started off with one brand of rosé wine, that has only been available for purchase in the Chamisal tasting room or wholesale. This has caused confusion for the consumer in differentiating the two brands. To help begin the separation of the two brands, Malene Wines has recently received a modified Airstream trailer to serve as a mobile tasting room.

Whereas Chamisal Vineyards is a brand focused on Chardonnay and Pinot Noir with small production of Rhone varietals, the long-term goal of Malene Wines is to be a rosé-centered brand. This goal proves to be promising as the popularity of rosé is rapidly increasing over the years (Kelly, J. 2016). As the brand grows, the availability of different Malene Wines’ varietals and styles of rosé will grow with it. These wines are produced under the same roof, and managed by the same people, but there is a great need to develop communication strategies to help publicize the differences in the brands. As a young brand, Malene Wines is looking for strategies and recommendations to reach an audience that are more reflective of current and future wine consumers. This involves studying communications towards different generations (Sillani, Miccoli, & Nassivera 2017) and local versus more urban environments (St James, M., & Christodoulidou, N. 2011).

This project will research and experiment with expanding consumer awareness and retention rate of the brand amongst millennials and other generations through modern and traditional communication practices, while moving the public’s eye view of Malene Wines away from the Chamisal Vineyards brand. This is to be accomplished through targeted marketing, improved social media interaction (Brown, D., & Fiorella, S. 2013), greater brand development, print communications, and engagement strategies with various audiences (Beverland, M., & Luxton, S. 2005).

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