Issue link: http://read.dmtmag.com/i/764739
w w w. v w m m e d i a . c o m J a n - F e b 2 017 | V I N E YA R D & W I N E RY M A N A G E M E N T 1 7 in Lucca, Italy (where he lived his whole life), in 1922, Uncle Val was the "goofy uncle," as Sebastiani refers to him. Val was a medical doctor and a fine gardener. His pro- clivity for colloquialisms made him It didn't take long to identify the namesake for 3 Badge Bever- age Corporation's new Botanical gin. Sebastiani felt his great-uncle "Zio" Valerio Cecchetti to be the embodiment of his new spirit. Born cool delta evenings suited to a large variety of vinifera grapes." The planning sessions uncov- ered a lot that was authentic to the region. Chandler ran successive ad campaigns in all the significant trade publications. Each ad was supported by what his planning sessions had done to drill down and articulate what was real about the region in terms of climate, grapes, and people. + "Six Grape Reasons to Buy Lodi Grapes" featured the region's cli- mate, quality, dependability and "blendability." + "Location, Location, Location" consolidated messaging about the Northern California location and its cooler-than-Central Valley reality. This campaign relied on visuals to emphasize Lodi's locale within Northern California. + "Great Wines from Real People from a Great Place" used real winemakers, real grape growers, and other real people to authenti- cate Lodi. A SPIRITS BRAND One of the most competitive categories in beverage sales and marketing is spirits. Differentiat- ing a gin among the nearly 10 mil- lion 9 L cases of gin sold in the United States in 2015 (according to the Distilled Spirits Council of the United States) is a daunting task. Before 3 Badge Beverage Corporation's release of Uncle Val's Botanical Gin, it was important to company president, August Sebas- tiani, that consumers knew it was a craft spirit made in an Old World style. Additionally, it was para- mount that consumers understood the gin represented generations of quality and consistency. Sebastiani has a unique legacy to pull from because both sides of his family have a rich history in winemak- ing. As he puts it, his new gin would draw from his family's legacy as winemakers but tell the story from a different angle. This time, he'd honor his mother's side of the family. August Sebastiani used his great-uncle's words and background to set 3 Badge Bev- erage Corporation's Botanical gin apart. Photo by Hardy Wilson WINE WISE MARKETING LEE HODO