Also by Dan Phillips … here’s the short story:
We humans love to complain, moan, grumble, gripe, grouse, grouch, bellyache…bitch. Often, our very best bitching is done over a glass of wine.
Though we may not all admit it, we know we love a nice bitch session. Something we may not all know we love…yet? Grenache!
As an ardent advocate for the Grenache grape and a marketer at heart, Dan’s idea was to take something universal, something funny, and use it as a vehicle to introduce the masses to a grape they might not otherwise seek out.
The packaging challenge was to take a word as inherently ugly as Bitch and make it pretty.
Genius? Fun? Irreverent? Delicious? Whatever the magic behind it, the brand has captured peoples’ imaginations.