Kendall-Jackson
Challenge /
Not that you would’ve known it by looking, but one of KJ’s prized estate brands, Cambria, was in deep trouble when they contacted me. Founded in the late 80s by KJ co-owner Barbara Banke, the winery had a storied past and a host of prize-winning vintages. But on the shelf, side-by-side with other KJ vintages, it was underselling by orders of magnitude. Why? For starters, none of the brand’s uniqueness was being communicated clearly to consumers or, worse yet, to the trade. That, and no one within the company had ever been charged with stewarding brand in a hands-on way.
Something had to change.