Francis Ford Coppola Winery
From Cinema to Cellars: Redefining Coppola in the World of Wine
Goal
While the Coppola name is synonymous with legendary films such as The Godfather and Apocalypse Now, our mission was to establish Francis Ford Coppola Winery as a standalone icon in the world of wine. By focusing solely on the wine, we aimed to transform public perception and build a household name that resonates with wine enthusiasts, welcoming a new demographic and expanding the brand’s credentials beyond its cinematic heritage.
Results
To spotlight the Diamond Collection— the winery’s most recognized and widely distributed tier—we launched the innovative “Diamond on the Diamond” campaign in national baseball stadiums. Emulating the allure of the iconic Geyserville winery, we hosted exclusive media and trade events in each stadium's most unique suite, pairing our wines with classic ballpark fare. This distinctive invitation hook not only attracted top-tier media coverage in key markets but also fostered lasting relationships with leading critics and wine writers, resulting in additional trade placements, new points of distribution, and widespread press coverage.
Our focused approach on the wine, independent of the Coppola cinematic legacy, paid significant dividends. Subsequent campaigns drove increased media impressions for Claret—the star SKU of the portfolio—contributing to a notable year-over-year growth and further defining Claret as a cornerstone of the overall portfolio.
To further elevate the wine portfolio, we orchestrated a one-of-a-kind media trip that offered writers an immersive experience unlike any other. Instead of hosting journalists at nearby luxury hotels, we collaborated with Terra Glamping to create a bespoke glamping retreat set in the heart of the estate vineyards. This unique setup—complete with rustic yet luxurious lounge tents and outdoor spaces—combined rustic elegance with modern luxury. During the day, journalists embarked on a scenic float down the Russian River, pairing Coppola’s Russian River Valley wines with local artisanal cheeses and charcuterie. At each stop, they docked along the picturesque riverbank for intimate, curated wine tastings, where adventure met indulgence, and the wines were beautifully connected to their place of origin. The weekend also featured the winery’s signature event, Vendemmia, immersing the media in the rich traditions of Coppola and Italian-American heritage. This extraordinary media trip resulted in extensive, multi-page features in top-tier publications including Forbes, Haute Living, Lonny, and the Los Angeles Times, solidifying the campaign as a resounding success and further establishing Francis Ford Coppola Winery as a leader in the wine industry.
