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There are two kinds of wine drinkers. One talks about the bouquet while they've got their nose shoved in the glass, the other considers wine part of a healthy diet of excitement and entertainment. You consider yourself a member of the latter. So when you run across Ravenswood's "Zinfomania" at a local festival, you're happy to enter. There are no lectures here, just good wine and good fun. |
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| Show people that wine can be fun by bringing the irreverent personality of Ravenswood to life. |
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Wine drinkers who enjoy good wine but don't want the pretension that often comes with it. |
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To bring Ravenswood to life, we created "Zinfomania"- the imaginary home of the bold-tasting Ravenswood Zinfandel. Greeted by the "Zar" of Zinfomania, visitors were asked to take an oath against wimpy wines before sampling one of Ravenswood signature wines from a goblet emblazoned with the commandment, "this goblet shall hold no wimpy wines."
Newly converted Zinfomaniacs were then given tattoos (temporary of course) and invited to share their visit with an e-postcard that captured a photo of their trip to Zinfomania. Visitors could then send their photo to friends and learn more about Ravenswood wines by logging onto Zinfomania.com. |
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| 70% of the people who entered Zinfomania had never heard of Ravenswood. After their visit, though, 68% said they would definitely or likely purchase Ravenswood in the future. You know what they say, "once a Zinfomaniac, always a Zinfomaniac." |
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