Chrysalis Viognier Award Consumer Magazine Ad

Chrysalis Viognier Award Consumer Magazine Ad

A HUGE METAMORPHOSIS FOR THIS
START-UP WINERY.

When the average person thinks of great American wines, California, not Virginia, most likely springs to mind. Except in the greater Washington, DC area, where one local Virginia winery made a national name for itself when in 2001 its Viognier beat out the presumptive favorite California Chardonnays to win Best White Wine in America.

The featured spread print ad and :30 television commercial emphasized the incredible unlikelihood of this happening, in a fun and unusual way, in the process starting to change the conversation about Virginia wines. The direct campaign that follows, and the :15 television commercial campaign that complemented it, continued the momentum started by the Best White Wine in America win, changing the conversation to legitimize Virginia wines and helping to make Chrysalis a household name. In the process, it generated so much traffic at their tasting pavilion that they had to pave the access road that had been nothing but gravel since pre-Civil War times.

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