Double Forte

Employee & Events

Juggernaut

By Monica Rolbiecki-Severson

Turning a Wine Label Into a Brand Platform

SI Indicators

7,930

attendees at Juggernaut-sponsored events

96.7M

earned media impressions

56

Alamo Drafthouse JAWS screenings

1,300+

attendees at Martha’s Vineyard anniversary events

The Opportunity

Juggernaut Chardonnay already had a distinctive brand asset: the fierce shark on its label. Double Forte saw an opportunity to turn that visual identity into something bigger.

With the 50th anniversary of JAWS approaching, we identified a natural cultural connection between Juggernaut and one of the most iconic sharks in entertainment history. Rather than attach the brand to a generic summer moment, we recommended building a partnership strategy around JAWS that felt authentic to Juggernaut and gave the brand a credible reason to enter the conversation.

The idea created a platform with potential well beyond a single anniversary.

The Strategy

Juggernaut at the center of JAWS 50th anniversary celebrations.

We pursued partners that offered cultural relevance, consumer reach and strong storytelling opportunities.

An Alamo Drafthouse partnership brought Juggernaut into 56 summer screenings of JAWS, connecting the wine directly with moviegoers celebrating the anniversary.

On Martha’s Vineyard, where the original film was shot, we partnered with the Chamber of Commerce to make Juggernaut part of official anniversary events attended by more than 1,300 people.

We extended the partnerships through creative media and influencer outreach. Forty-seven journalists and creators received magnum bottles of Juggernaut Chardonnay packaged with JAWS-themed popcorn boxes and a simple hook built for sharing: “We’re going to need a bigger bottle.”

The combination gave the media a timely story, gave consumers a memorable brand experience and gave Juggernaut an authentic role in a major cultural anniversary.

The Results

The program put Juggernaut in front of nearly 8,000 consumers through sponsored experiences and generated 96.7 million media impressions.

Coverage appeared in Forbes, PureWow, Katie Couric Media, LuxeBeat Magazine and Reverse Wine Snob, extending the campaign well beyond the events themselves.

The Impact

The strongest result went beyond impressions.

Double Forte helped Juggernaut turn the shark on its Chardonnay label into an ownable marketing territory.

The JAWS program became a rallying point across marketing, sales and company leadership, giving teams a concept they wanted to extend. What began with the film’s 50th anniversary evolved into a broader summer shark platform, with Juggernaut continuing to build on the strategy through engagement around Discovery’s Shark Week.

A cultural moment became a strategic brand platform with room to grow.

Learn more

Reach out to learn how the Double Forte team can help you.