Christine Moll, the new CMO of Silver Oak, emphasizes the need for revitalization, stating, 'When the opportunity to join Silver Oak-an established, iconic winery-came about it just needed some brightness.' Her consumer-centric approach seeks to both attract new customers and better engage existing ones as part of the winery's transformation.
Moll notes that the wine industry must evolve, saying, 'Wine, as a category in general, needs to shake things up a bit. We have to get out of our own way, bring our stories with a fresh new perspective.' This highlights her commitment to modernizing Silver Oak's image.
'How do we become more inclusive?' asks Moll, pointing out that a focus on luxury doesn't equate to being a stuffy brand. She aims to reshape perceptions associated with Silver Oak, making it more accessible and appealing to a broader audience.
'We basically looked at all the verticals and all the industries to identify the craftspeople who transcend that [American craftsmanship] category,' explains Victor de Vita from BPCM. This search for craftsmanship is central to Silver Oak's renewed marketing strategy.
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