Challenge
Woodbridge Wines had strong sales and no barriers on price or quality, but it lacked a clear emotional heartbeat in order to compete in the value tier. For many in the organization, it was seen as the “cheap wine” for people who didn’t know wine—a perception that undervalued both the product and the people who loved it. The brand needed to reclaim its dignity and define its deeper role in consumers’ lives.

Insight
Through in-home conversations with real drinkers, a different picture emerged: these weren’t uninformed bargain hunters—they were wise, grounded, and generous. This tier was about losing pretentiousness, being able to share/spill without a care, and having a wine that easily goes in a Red Solo Cup on a dog walk. They saw through the noise of status and labels and chose Woodbridge because it fit their lives, their values, and their people. It wasn’t about what the wine said about them, but how it made everyone feel—comfortable, welcome, and at home.

Impact
This emotional clarity gave Woodbridge a new brand purpose rooted in everyday richness: the joy of sharing what really matters with the people who matter most. It opened the door for storytelling that feels heartfelt instead of highbrow, positioning Woodbridge not just as a value choice, but as a values-driven one. In a sea of performative brands, Woodbridge now had permission to stand proudly as a wine that dignifies their drinkers.