Today we raise our wine glasses to Rainier Wine (www.rainierwine.com) to celebrate its two new wine brands – Grand Embrace and Mad Housewife. The Washington State winery spent nearly a year asking women in ten metro areas what kinds of wine they’d like to buy on a regular basis.
Co-owner Mike Lynch talks about wines with brand stories. Mad Housewife, available in Cabernet Sauvignon and Chardonnay, sports a label that reads, “Somewhere near the cool shadows of the laundry room. Past the litter box and between the plastic yard toys. This is your time. Time to enjoy a moment to yourself. A moment without the madness. The dishes can wait. Dinner be damned. Mad Housewife Cabernet.”
The wines are available in the Pacific Northwest for $9.99 a bottle.
But back to the really cool thing about these wines. They spent a year – A YEAR – getting a good read, collecting feedback and establishing relationships with women before they ever got a product to market. How many times do you rush into a project before talking with your consumers? How often do you touch base with them and take a peek into their real lives? My bet is not often enough…..