BV’s "100 Years of Passionate Winemaking"


Beaulieu Vineyard (BV) wanted to leverage its "100 Years of Passionate Winemaking" and thereby increase awareness of the brand among consumer audiences and key industry players (distributors, retailers and wine trade media).


During Napa Valley's harvest season, BV celebrated the history of winemaking and its own rich heritage. John Mooney suggested doing so by recreating the famous I Love Lucy grape stomp episode featuring Lucille Ball look-alikes. The "Lucy Team" competed against real-life winemakers, the NBA's Golden State Warriors, and local weather reporters in downtown San Francisco. B-roll was shot and distributed nationally. To reinforce goodwill within the industry, BV partnered with Share Our Strength, the country's leading anti-hunger organization, and organized a food & wine pairing with top Bay Area restaurants that raised $25,000 for hunger relief. The winery also organized a tasting of vintages from 1941–99 for trade press to cover and hosted a 100th anniversary party, featuring Jay Leno as the entertainment.


BV secured extensive coverage in food and wine media, industry trades, and more than 200 TV stations across the country, totaling a whopping 28 million media impressions. The placements included a Brandweek cover story and coverage of BV in high end magazines such as Robb Report and Wine Spectator. Sales increased by an incredible 36 percent during its centennial year, due to the unprecedented publicity (and, of course, great winemaking). Because of the success for the brand itself and the heightened awareness of quality California wines overall, Wine Enthusiast named BV "Winery of the Year."

"John got us so much press it was incredible." – Priscilla Felton, BV client contact.