SAN FRANCISCO—Beringer Blass Wine Estates has partnered with Ruder Finn to launch “the first wine designed by women for women,” White Lie Early Season Chardonnay. The wine is naturally lower in alcohol and, as a result, also lower in calories than most California Chardonnays. It will appear on store shelves in key markets across the U.S. and Canada beginning next month.
“This is an exciting, innovative wine and we wanted an agency whose enthusiasm matched our own. Ruder Finn is that agency,” said Mora Cronin, BBWE vice president of public relations and corporate affairs. “By the results already garnered to date, Ruder Finn has undoubtedly demonstrated that it can help us reach a broad lifestyle audience with this product.”
Ruder Finn is providing extensive media relations support, securing national coverage in outlets such as The New York Times, USA Today, BusinessWeek, Business 2.0 and Marketwatch from Dow Jones. The agency has also negotiated a partnership with best-selling “chick lit” author Jennifer Weiner, who will be developing a special My White Lie literary contest later this year.
The account is managed out of the agency’s San Francisco office and will be led by managing director Jessica Switzer and Lisa Duszak, management supervisor. In New York, Ruder Finn Interactive Digital Studios created the product website along with a comprehensive e-marketing campaign managed by executive vice president, Scott Schneider.