Harken Chardonnay: Reimagining a Modern Classic for Today’s Wine-Drinker
How Agency Squid Brought Emotional Resonance to a Super-Premium Wine in a Crowded Category
For brand managers, CMOs, and marketing directors navigating the saturated world of adult beverage and CPG branding, connecting with consumers requires more than a process story or a pretty label. It demands strategic differentiation, emotionally resonant creative, and omnichannel storytelling that actually drives velocity. That’s exactly what Agency Squid brought to Harken Chardonnay—O’Neill Vintners & Distillers’ flagship white wine—during a pivotal brand refresh.
The Challenge: Chardonnay’s $670MM Category, But 0.8% of It Was Listening
Chardonnay remains the #1 varietal in the U.S., with super-premium bottles ($11–15 SRP) commanding over $670 million in retail sales annually. Yet most brands in this space market in the same way: romantic vineyard vistas, vague tasting notes, and opaque winemaking tales. Harken was no different. Though the wine had strong process-based attributes (hand-stirred, oak-aged, balanced), its brand presence relied solely on product intrinsics. There was no emotional hook. No story to share. No reason to choose it over the label next to it.
Despite nearly a decade of shelf presence, Harken captured only 0.8% of super-premium Chardonnay retail sales. The team at O’Neill knew they needed more than a new ad. They needed a complete communication strategy to unlock emotional connectivity with a new generation of drinkers.
The Insight: Consumers Are Confused, Not Committed
Our research uncovered powerful category truths:
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70% of consumers say wine lacks transparency—on ingredients, sourcing, and purpose
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47% cite rules and rituals that make wine feel elitist
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35% say descriptions are too ambiguous to understand
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21% fear buying a bottle they won’t like
These anxieties stop consumers from exploring the category. Harken had an opportunity to meet these shoppers where they are—with clarity, emotion, and character.
The Strategy: Good Character Knows the Way
The new campaign centers around a key human truth: people don’t just choose wine, they choose connection. We defined Harken’s audience not by their wine knowledge, but by their emotional intelligence—their ability to bring flavor, fun, and meaning to the moment.
From there, the positioning emerged: “Good character knows the way.” A nod to both the wine’s flavorful complexity and the character of the people who drink it.
The brand is now built for the individualist: the one who always shows up, always adds something, and always brings others together. Harken celebrates these people—the life of the party one minute, the world’s best listener the next.
The Execution: Tricycles, Illustrated Truths, and Unignorable Storytelling
We started with the label—a bold red tricycle—and expanded it into a fully illustrated world that brought brand character to life. Each visual featured characters inspired by real consumers. Not perfect. Not polished. But definitely magnetic. The hand-drawn illustrations reflected the imperfections that make each of us interesting.
The copy? Direct. Honest. Approachable. The campaign demystified Chardonnay with accessible language and transparent claims: hand-stirred. Oak-aged. California-grown. Built to connect.
We didn’t stop there. We:
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Rolled out custom illustrations across neck hangers, case stackers, and table tents
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Developed a digital-first content system that could live across retail, email, and social
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Activated the national sales team with fully custom signage, individualized artwork, and experiential launch materials to create real excitement
The Campaign Launch: Eater.com Takeover + Retail Dominance
In May 2024—aka National Chardonnay Month—we brought the campaign to life with a full takeover of Eater.com, delivering impressions across a high-value, food-loving audience. The bold campaign visuals stood out across placements and invited consumers to choose a Chardonnay that’s not just about process, but about personality.
At retail, the campaign continues to roll out nationwide. From bottle-neckers and cold-box signage to digital shelf content, everything works together to invite shoppers to grab a bottle that feels a little less intimidating and a lot more inviting.
The Results: One of the Fastest Growing Premium Chardonnay Brands in the US
Harken Chardonnay’s brand is no longer silent on the shelf. It has a voice, a perspective, and a point of view that cuts through the category’s beige sameness. The early signals from trade partners, consumers, and O’Neill’s national sales team are already creating a flywheel of momentum.
Because in a world where wine is over-complicated, Harken makes it simple:
Good character knows the way.
