A radically straightforward approach to a complicated industry.

TL;DR We didn’t do what the client asked. They loved it.

Convince millennials to buy Wine X. Long story short, that was the brief we were handed by Ste. Michelle Wine Estates—one of the largest in the country, and owner of the Wine X brand. (No, it’s not really called that. But with a relaunch in progress, we can’t disclose this wine’s true identity just yet.)

Market Reality

We conducted extensive research to understand what millennials actually look for in a juice (their word, not ours). Our research took us around the country, conducting shop-alongs in Seattle, Austin, Princeton, and San Diego. Then we traveled to Portland, Dallas, and Miami to facilitate participant-hosted friendship groups. At these informal gatherings, friends ate cheese, drank wine, and gave us their unfiltered opinion of Wine X: they loved the taste, but not much else.

Market Opportunity

Our research revealed that the original brief took our audience for granted. We found that generational stereotypes have surprisingly little to do with a person’s wine preferences. Drinkers of all ages see wine appreciation as a personal journey. So instead of targeting consumers based on when they were born, we set about redefining our target audience based on their relationship to wine.

Invention Strategy

Wine X would appeal to drinkers looking to discover and expand their taste in wine. Not newbies. Not cork dorks. Just ordinary people looking for a wine with character, integrity, and a reasonable pricetag. From the texture of the label to a brand story that had never been told, we set about reinventing Wine X from the bottle up.



Honesty. Inside and out.

Finding a great wine shouldn't be complicated. For all those drinkers looking to broaden their palette but unsure of where to start, Wine X is our answer. Minimalist design does away with the typical wine bottle marketing fluff. Cans and tetra packs ditch the bottle entirely. What's left? A radically straightforward wine that's easy to appreciate—and even easier to drink.

1 / 1



Adam Vasquez

What is Market Invention?

It's the new era of marketing.

Market Invention is the process of creating and maintaining market dominance by leveraging insight, purpose, position, and experience to establish, grow, and maintain customer and company value.

Adam Vasquez
The Confidence Market

Thanks to COVID-19, we're all relearning how to do the things we were once experts at. Fast learners know that confidence makes all the difference.

Denise Kohnke


Invention can save us all, but fear is invention’s nemesis. Fear hits you in the survival gut when you’re white-knuckling through rapidly changing, uncontrollable circumstances (like now) and you’re paralyzed by the next minute.

Denise Kohnke

Now, in the time of COVID-19, as we all feel the need to move fast, CEOs might want to be especially mindful of biases, especially the biases that support denial and impede invention during crisis.

Denise Kohnke

COGNITIVELY COVID: The CEO Guide to Acting Fast

You’ve likely heard the term “first movers” in the context of new sector growth. Moving first to take advantage of opportunistic pathways thanks to COVID-19 is almost a new sector unto itself.

Adam Vasquez

The 10 Truths of the COVID-19 CEO

At this point, many of us have been on lockdown for at least eight weeks—and during that time, COVID-19 has left its mark on nearly every sector. In the midst of loosening lockdowns and tightening restrictions, dropping infection rates and second waves, CEOs must adjust to new truths in changed industries. During many conversations with my peers, a few of those truths have surfaced time and again.

Harrisburg Office
2201 N Front Street, Harrisburg, PA 17110
Portland Office
917 SW Oak Street #417, Portland, OR 97205
Washington D.C. Office
2214 Rock Hill Road Herndon, VA 20170