Toasted Head Wine hires Renegade to Fire Up Communications

Jan. 29, 2009 - PRLog -- Toasted Head, an ultra premium brand of Constellation Wines U.S., a division of Constellation Brands, Inc. , hired Renegade to drive 2009 PR, events and digital promotions.  “We are thrilled to be working with Renegade,” noted Marketing Director, Lisa Kalfus  “They fully understand our brand and are very skilled at finding cost-effective ways to help us connect with our target,” she added.  

“Toasted Head is a distinctive brand with a loyal consumer following,” offered Drew Neisser, CEO of Renegade.   “Thanks to the fire-breathing bear on their label and the toasted barrels they use to make the wines, there is really a wonderful story to tell,” he added.  

In an increasingly cluttered market, it is important to apply initiatives that allow consumers to have an engaging and memorable experience with the Toasted Head brand.  Renegade’s 360° experience for Toasted Head will begin with a call for consumers to “Fire Things Up.”  Toasted Head becomes the vehicle for consumers to take a merely good occasion and turn it into something great.  

The “Fire Things Up” platform will be applied at national events as well as in the social media space online.  These ambitions will allow Toasted Head to start a dialog with both their existing customers and those new to the brand.  The goal is for the conversation to lead to a community of loyal Toasted Heads, those who identify with the brand’s playfully rebellious attitude.  The new campaign is currently in the planning and development phases and will be launched this spring.  

About Toasted Head
Toasted Head and the fire-breathing bear began their amazing journey in 1995. From a winery tucked away in the Dunnigan Hills of Yolo County, they set out to spread the word of toasted barrels and their distinctive influence on wine.
Toasted Head is named for the age-old practice of toasting barrel heads and staves that imparts a mellow, toasted flavor to barrel-aged wines. The fire-breathing bear on the label was originally inspired by a drawing created by artist Robert Shetterly for a poem entitled “Speaking Fire at Stones.”

Toasted Head is marketed by VineOne, headquartered in San Francisco, CA.  VineOne is the premium and super premium wine division of Constellation Wines U.S. (CWUS), the largest wine company in the U.S. based upon sales dollar value.  CWUS encompasses three wine businesses: VineOne, Icon Estates, and Centerra Wine Company.  The CWUS portfolio includes such brands as Woodbridge by Robert Mondavi, Robert Mondavi Private Selection, Ravenswood, Nobilo, Blackstone, Robert Mondavi Winery, Simi, Estancia and Wild Horse.  CWUS is an operating division of Constellation Brands, Inc., a leading international producer and marketer of beverage alcohol in the wine, spirits and imported beer categories.  

About Renegade
Long-time guerrilla thinkers, Renegade helps clients get more impact out of limited resources.  Ranked amongst the Top 100 event and Top 100 online agencies, Renegade crafts 360° brand experiences for such clients as Panasonic, Receivables Exchange, FusionIO, Nautica and Gilda’s Club. Based in New York City, newly independent Renegade has been cutting through since 1996.

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Digital & guerrilla marketing agency Renegade helps both B2B and B2C clients get more impact with less money. Based in NYC, Renegade believes Marketing as Service is the smartest way to cut through. See Renegade.com and our CEO's POV at TheDrewBlog.com.