Robin Lail has got to be the Doris Day of the Napa Valley. She is lovely. She is elegant. She is smart. She is earthy. Can I say enough kind things about her? I doubt it. I helped Robin realize that her wine, well-loved for legacy needed a younger audience. She concurred. And we took her Mole Hill brand on the road and threw cause-related pop-up parties for the wine with yours truly as the auctioneer. Each event was different: in an art gallery, speakeasy or far away Texas cave. Each event raised substantial cash for a cause, and new mailing lists of younger followers were quickly formed. In fact, with so many newcomers we founded a wine club: Flights of Fancy. And, I named and branded that one too.
Lastly we created Branded Entertainment for the Mole Hill Label with the simple strategy: You never know what lies beneath. The clip aired over 10,000 times on a loop at the Napa Valley Film Festival on big screens throughout the valley. Now that was exciting!!
