When Proof began working with Apothic, their Red varietal was the basis for their business. Apothic Red was a cult favorite with millennials, but to launch more wines we needed to spread the word without making its fans feel like the brand was “selling out.”

So we freed the brand from thinking they needed to follow traditional wine marketing. Using bold language, interactive experiences and shareable content we created a brand that defied convention and felt like a subversive wine for “anti-snobs.”