The Goal
Expand awareness of Dutcher Crossing Winery’s limited-production wines and Dry Creek Valley visitor experience among audiences beyond the North Bay.
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Reach out to learn how the Double Forte team can help you.
Double Forte
Social Media
Dutcher Crossing Winery
By Monica Rolbiecki-Severson
Building an Organic Ambassador Program Before Niche Influencers Took Off
Success Indicators
90
influencers vetted
50
organic Ambassadors
1,001
pieces of Instagram content generated, including 720 Instagram Stories
24M+
potential reach/impressions
The Strategy
In 2015, before most wine brands were thinking about third-party Instagram content, Double Forte saw an opportunity to build awareness through credible, unpaid voices.
Rather than pursue one-time posts, we developed long-term relationships with regional and national creators whose interests and audience aligned with the brand. That early outreach evolved into a structured Ambassador Program rooted in personal connection, thoughtful engagement and authentic storytelling.
Double Forte continues to vet ambassador research, manage relationship development and quarterly wine mailings featuring seasonal selections and surprise-and-delight additions. Ambassadors also receive exclusive offers to share with their followers, supporting wine purchases and tasting room visits.
The Results
Consistent engagement has turned creators into genuine brand fans. As their audiences have grown, Dutcher Crossing has grown alongside them, earning sustained exposure from trusted advocates who know the wines, visit the property and share the brand by choice.
