Double Forte

Design & Brand

Element[AL]

By Monica Rolbiecki-Severson

Launching a New Wine Concept by Challenging Category Convention

Launch and bill credibility for new wine concept giving younger consumers a compelling reason to reconsider what a wine bottle should look like.

SI Indicators

280.8M

media impressions

251,400

social media impressions

National Coverage

in business, lifestyle, food and wine media, including Fast Company, The Washington Post, Forbes and Wine Spectator

Integrated

earned media, influencer and experiential

The Opportunity

Launching a new wine brand is difficult. Launching one in packaging consumers have never seen before creates an entirely different communications challenge.

Element[AL] entered the market with a first-of-its-kind 750mL aluminum wine bottle, offering a 100% recyclable alternative to traditional glass. The innovation was significant, but innovation alone would not build a brand.

Double Forte needed to introduce an entirely new wine concept, establish its credibility with media and influencers, and give younger consumers a compelling reason to reconsider what a bottle of wine should look like.

The Strategy

Rather than market Element[AL] solely through sustainability, Double Forte positioned the brand at the intersection of wine, design, culture and conscious consumption.

Consumer insights showed us an audience less constrained by traditional wine conventions and more interested in brands aligned with how they live. That gave us an opportunity to present aluminum packaging as something desirable rather than something consumers needed to compromise for.

Our launch strategy made sustainability feel modern, stylish and relevant.

We introduced Element[AL] to national media across wine, food, lifestyle, business, design and sustainability, giving different audiences distinct ways into the story. For wine media, the story challenged category convention. For business and innovation media, the packaging represented disruption in a tradition-bound industry. For lifestyle audiences, Element[AL] offered a fresh approach to wine built around design, portability and sustainability.

Influencers brought the proposition to life for consumers. An IRL New York City activation created an early cultural moment for the brand, followed by a mix of paid and earned creator partnerships designed to put Element[AL] into real occasions and social conversations.

We then extended launch momentum through ongoing lifestyle media relations and a satellite media tour that brought the Element[AL] story to broadcast audiences across the country.

The Results

Element[AL] broke through quickly.

Launch coverage surpassed client KPIs and placed the new brand in influential national outlets including Fast Company, The Washington Post, Forbes, Wine Spectator, Food Republic, Trend Hunter and JustLuxe.

The combination of earned media, influencer engagement, experiential activation and broadcast outreach generated more than 280 million media impressions, introducing consumers to both a new brand and an unfamiliar way to experience wine.

The Impact

Element[AL] did not enter the market with an established category or familiar product proposition. Communications had to help create both.

Double Forte built a launch platform that made an unfamiliar format understandable, credible and culturally relevant. Instead of asking consumers to accept aluminum as an alternative to a traditional wine bottle, we helped position the packaging as part of what made the brand distinctive.

The launch gave Element[AL] national visibility, established credibility for a new-to-market concept and began the larger job of building consumer acceptance for premium wine beyond the glass bottle.

Learn more

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