When it comes to Michigan wine, the thing to know is “Cool Is Hot.”
That’s the theme of a new ad campaign, launching Wednesday, April 26, from Taste Michigan, the Michigan Wine Collaborative’s marketing brand. It’s also big news for wine drinkers: The cool climate wines Michigan is known for are enjoying fresh attention from enthusiasts and casual fans alike.
Typically lower in alcohol, cool climate wines (including Michigan favorites Riesling, Chardonnay and Pinot Noir as well as less familiar varieties like Pinot Gris, Traminette and Blaufränkisch) tend to be crisper, cleaner and more naturally flavorful than oaky, alcohol-heavy wines many buyers are used to. They’re ideal for weekend gatherings, summer getaways, wine country tours or just hanging out on the deck during Michigan’s outdoor weather.
“Cool climate and cold hardy wines unify Michigan’s growers and wineries,” said Brian Lillie, Vice President of the Michigan Wine Collaborative and Director of Hospitality and Distribution at Chateau Chantal Winery. “By acreage, they’re 18 of our top 20 wine grapes. Total acreage is up nearly 200% over the past 20 years. And they’re winning internationally recognized awards. We’ve got the weather, geography and people to turn those grapes into something wonderful.”
Cool Is Hot reflects a recent trend of more people discovering how delicious cool climate wines can be – and how good Michigan’s are. With bright, eye-catching graphics, the message is showing up across the Detroit and Grand Rapids regions on billboards, digital ads, social media and print. A radio commercial featuring a custom Cool Is Hot dance track is also running.
“This isn’t a traditional wine campaign,” said Mark Lantz, Executive Creative Director of Factory Detroit, the Royal Oak-based ad agency behind the effort. “America’s wine industry keeps talking about needing a fresh approach to reach younger drinkers who aren’t married to the same old same old wine varieties. So, we created that campaign. It’s fun, it’s hip, it’s engaging. It’s what these wines are.” Lantz added, “We’re giving people new news. We’re saying, ‘Drink Michigan wine because Michigan excels at making some of the hottest varieties in the world’.” The dance track – created by Shane Grush, a Fenton-based producer, engineer and composer – will be available as a free download at TasteMichigan.org.
The campaign runs through May, helping raise awareness, interest and consumption of Michigan wines. To fund the project, the Michigan Wine Collaborative – a non-profit association of wine professionals throughout the state – secured a $125,000 grant from the U.S. Department of Agriculture through the Michigan Department of Agriculture & Rural Development.
“Michigan Wine Month in every May is when the industry comes together to focus attention on our state’s exceptional wineries and wines,” Lillie added. “This campaign brings an unprecedented level of weight to Michigan Wine Month messaging.”
Keep an eye out for the marketing material above and more! Learn more at TasteMichigan.org.
The Michigan Wine Collaborative is the voice of Michigan’s wine industry. Since 2016, our mission has been to enhance the sustainability and profitability of the Michigan wine industry by supporting wineries, growers and other businesses and individuals connected to the industry – today and for future generations. The Collaborative is a 501(c)(6) nonprofit organization. To learn more, visit michiganwinecollaborative.com or follow us on social media.
Factory Detroit Inc. is a strategy, advertising and design agency in Downtown Royal Oak. Founded in 2013 by Pure Michigan creator Mark Lantz, Factory has worked with clients across the country and around Michigan, including First Citizens Bank, Huron-Clinton Metroparks, Royal Oak Downtown Development Authority, mParks, Genesee County Parks, Phi Delta Chi and TextbookRush.com. Learn more at FactoryDetroit.com.
