Gilbert + Davis dip into wine

Talk about full service. Toronto-based ad agency Gilbert + Davis went all out for a group of 19 growers and one winemaker on the Niagara Peninsula, handling everything for a new launch, save stomping the grapes. Not only did they do the marketing for the new wine brand 20 Bees, they also conceptualized and named the product.

Talk about full service. Toronto-based ad agency Gilbert + Davis went all out for a group of 19 growers and one winemaker on the Niagara Peninsula, handling everything for a new launch, save stomping the grapes. Not only did they do the marketing for the new wine brand 20 Bees, they also conceptualized and named the product.

‘This was an exhaustive program,’ says creative partner Rick Davis. ‘We wrote their business plan, created the brand, engaged the media company, handled corporate governance and did bank presentations.’ G + D also sourced the packaging and distribution.

The sweet spot is Gen Xers 28-40, who prefer unpretentious wines. The logo is appropriately accessible, complete with a friendly bee illustrated by prominent U.K. children’s book illustrator James Marsh.

The brand hit the shelves late last summer, and Davis says the chardonnay is selling especially well. Ice Bees, an ice wine, is rolling out over the holiday season. ‘It’s been really neat creating a brand from scratch,’ says Davis. ‘Doing the brand strategy was really key for us.’

Toronto-based agency Capital C has also recently developed wine brands XOXO and Croc Crossing for Grimsby, Ont.-based Andrés Wines.