Once a category-defining disruptor, FitVine needed a refresh to stay ahead in the rapidly evolving wellness wine space. Agency Squid partnered with the brand to reposition it for today’s health-conscious consumer while preserving what made FitVine iconic. We modernized the brand story, clarified its voice, redesigned packaging, and reimagined how FitVine shows up across retail and digital. Our work reintroduced FitVine to the next generation of mindful drinkers—fueling relevance, differentiation, and growth in a crowded category.
Scope of Work:
Brand audit & repositioning
Packaging redesign
Consumer segmentation & competitive analysis
Messaging architecture
Website and DTC optimization
Campaign & content development
Impact:
Brought FitVine back to cultural relevance with a modern look, a sharper story, and a strategy built to win in the next wave of wellness-driven drinking.
FitVine Wine: Refreshing a Better-For-You Wine Pioneer
Case Study
- Brand Strategy
- Beverage
- Beverage Alcohol
- packaging design
- challenger brand
- Wine
- Health and Wellness
- DTC
- CPG beverage
- Brand Strategy & Development
- Brand Repositioning
- Challenger Brand Agency
- fitvine wine
- beverage marketing
- functional beverage
- DTC Marketing
- Brand Refresh
- wine marketing
- cpg marketing
- wine and spirits
- alcohol marketing
- cpg innovation