OVERVIEW: WAYNE GRETZKY ESTATE WINERY — BRAND LAUNCH

Whether you’ve noticed or not, numbers play an important part in wine – vintage, ABV, score, to name but a few examples. Glugg ensured that the solution would ring true for Wayne’s loyal fans, but not alienate wine aficionados skeptical of another celebrity ‘side project’. By strategically steering clear of hockey clichés, we leveraged his retired jersey number — the iconic #99 — treating it much like new world wine innovators Penfold’s originally did with bin numbers. If you look close enough, you might see the shape of a puck… Thus the hat trick we were after: instant recognition, a promise of quality (via his signature on every bottle) and appeal to wine drinkers everywhere. And it doesn’t hurt that the wines are award-winning, too.