14 Hands Winery, the second largest winery in Washington State, said it relaunched the brand with new labels for its entire range, a refreshed digital presence, and a Find Your Wild campaign and sweepstakes aimed at helping consumers reclaim their weekends from the work-from-home sameness of the past year.
In this change, the labels for 750mL bottles have transformed from the original artwork of painted horses to black and white stylized photography of real wild horses, offering a great new look. In contrast, the canned wines feature the same photography of wild horses but are awash in bold, bright colors. The labels were designed in collaboration with Pearlfisher, a global brand design agency. The new packaging for the entire range is available now in stores nationwide and online.
14 Hands Winery is inspired by the untamed spirit of the wild horses that once freely roamed eastern Washington. Measuring a modest fourteen hands in height — a “hand” equivalent to the width of one’s palm — these tenacious horses would travel down from the hills every day to drink from the mighty Columbia River and graze along the riverbank, then retreat back to cool off at night.
“14 Hands Winery has been a hallmark of Washington wine since its inception in 2005, rapidly growing to its position today,” said Ste. Michelle Wine Estates President & CEO David Dearie. “The brand was ready for a revolution and we’re thrilled to share the new look and feel which really taps into the authenticity of our brand, something consumers are asking for. It’s the same great tasting wine crafted by talented winemaker Keith Kenison now in a great looking package,” Dearie continued.
The new look and feel will be complemented by the Find Your Wild campaign platform, which encourages consumers to rediscover their weekends again by ending the work week early on Fridays at 3 p.m. to pursue passion projects and fun adventures. The relaunch will also be supported by impactful out-of-home advertising, social media programming and influencer partnerships, national digital advertising, and robust public relations efforts.
To help consumers make the most of the extra time, the brand has also launched a Cash in on Your Wild sweepstakes that will pay out up to $50,000 in $100 reimbursements to approximately 500 people to help cover the cost of their adventures. Whether it’s supplies for a weekend camping trip, a karaoke session with friends, or the cost of that first drum lesson, 14 Hands Winery is helping consumers rediscover their weekend wild. To learn more and enter, visit 14Hands.com/wild or text WILD to 73876. Terms and conditions apply, no purchase necessary to enter.
In addition to the sweepstakes, a QR code on the back label of bottles and cans launches a unique quiz to help consumers select the perfect 14 Hands wine for their wild moments. The quiz helps consumers reduce confusion in the wine aisle and evaluates taste preferences and wine occasions to recommend the perfect 14 Hands wine to match.