This FitVine Wine video was developed to reinforce brand credibility and broaden appeal within the “better-for-you” wine category at a moment when consumer skepticism was rising. As wellness claims became table stakes, FitVine needed to prove it was not a trend-driven product, but a lifestyle brand with staying power and relevance beyond ingredients.

Agency Squid approached this execution as a continuation of a larger video strategy, using storytelling to normalize FitVine as part of everyday wine occasions rather than positioning it as a niche alternative. The creative focused on confidence, ease, and social connection, showing FitVine integrated naturally into real-life moments where wine is enjoyed without overthinking or justification.

Strategically, the video was designed to perform across paid digital, social video, and brand-owned channels, supporting both awareness and consideration objectives. The tone, pacing, and visual language were intentionally restrained, allowing the brand to feel self-assured rather than promotional. This helped build trust with consumers who value moderation and transparency but still expect quality and enjoyment.

The importance of this work lies in its role as a bridge between performance marketing and brand building. Instead of leading with functional proof points, the video reinforced FitVine’s place in modern wine culture, helping the brand mature in perception while continuing to support growth.