How do you honour 100 years of heritage without becoming trapped by it?
For those in the know, Monte Rosso carries more than just some of North America’s oldest vines. But for those new to the world of fine wine, this vineyard in Sonoma wasn’t on their radar. We needed to find the soul and the story which would speak to a younger audience that values more than just a name.
And that story? It’s in the soil. Specifically the iron-rich soil, unique to this place in Moon Mountain and undeniably magnetic in quality. A soil which, thanks to the people tending it, could create wines that not only spoke to the promise of what was, but what is, and is yet to come.
From the brand identity to the bottle, the guidelines to the website, we created an iron-rich and magnetic world that would attract an audience that looks at luxury through a modern lens. We breathed new life into centuries old vines, spoke truth to terroir and reimagined what a fine wine could be, if we looked forwards as well as back.
“Thanks to Butterfly Cannon's contributions, Monte Rosso Estate is poised to become an icon that transcends trends and will be here for generations to come.”
On launching, Monte Rosso Estate commanded significant press attention, appearing in high-profile features highlighting its transition to a standalone luxury brand, in both trade and design publications. Including the definitive global authority on luxury lifestyle, the Robb Report.
300% PRICE PREMIUM VS CATEGORY
With zero ad spend and a 100% allocation-only distribution, in less than a year, Monte Rosso Estate has successfully positioned itself at the top 1% of the global luxury tier – commanding a price premium 3 x that of the overall category.
