Far Niente Wine Estate Partnership- Consulting
The historic, tri-level winery built into a 13 acre hillside of beautifully landscaped gardens is thought to be the most stunning vista in the Napa Valley. To differentiate Far Niente from other ultra high end wineries as well as establish and reinforce customer loyalty, THG developed the strategy – unique at that time – of positioning the wine estate as a “luxury brand”. THG created strategic alliances with luxury retailers Hermes, Ferragamo and Tiffany & Co. which included window displays, exclusivity for sampling and invitation-only wine tasting events. THG has also created brand defining tie-ins with top charity events throughout the country and the most exclusive performing arts galas and private parties.
To mark the 125th anniversary of the venerable winery with a spectacular on-site celebration, THG secured three THG clients to perform; violinist Joshua Bell, trumpeter Chris Botti and renowned pianist Jean-Yves Thibaudet. Additionally, THG brokered a multi-year global brand ambassadorship for Far Niente with Joshua Bell, bringing brand recognition thru Joshua’s extensive tours around the world.
E&J Gallo Winery Brand Launch- Consulting
Jon Holman was retained by the E&J Gallo Winery to serve on a consulting basis as Senior Vice President of Global Corporate Communications, concentrating on the launch of new brands and repositioning or re-launch of existing premium brands. Working directly with the Gallo family and senior executives, Jon developed an international strategy that included oversight of public relations and promotions agencies in five countries and overall communications strategy for multiple brands.
Initiatives for specific brand positioning inclusive of Mirassou Winery, Gallo of Sonoma, Frei Brothers Reserve, Louis M. Martini and Ecco Domani, encompassed Red Carpet events and major co-branding partnerships, high-profile epicurean events, on premise branding and usage programs, Hollywood influencer campaigns, feature stories and media outreach, speaking and press tours for Gallo family members and strategic communication throughout the Gallo Corporation at national sales conferences.
THG negotiated sponsorship of the Opening Gala Celebration of the Walt Disney Concert Hall for Gallo of Sonoma, as well as underwriting of a portion of the production of a PBS “Great Performances” national television special focusing on the Gala at the Frank Gehry designed concert hall. THG also developed a four year partnership with Gallo Family Vineyards as the “Preferred Wine” of THG clients, the Los Angeles Philharmonic and Hollywood Bowl.