Union Wine Co. of Tualatin, Oregon is making waves in the wine world—which like the ad industry, is ripe for reinvention.
From the start, Union’s primary goal has always been to reduce the pretension associated with wine drinking by making great wine without all the fuss.
In an effort to bring this “pinkies down” philosophy to life, Union Wine Co. teamed up with Portlandia producer, David Cress, Eric Edwards and Story Manufacturing Co. to create their first branded web series.
I love when the hipster in the video above says, “Strong notes of Axl Rose, and a hint of heirloom purple carrots.” The videos are full of zingers, all of which serve up Union Wine Co.’s attitude. The thing about attitude is you can fall on your face real quick if/when it’s not properly applied. Thankfully, that doesn’t happen here. Union Wine Co. is countering decades of wine industry attitude with an attitude of their own, and it works because they back it up with fresh offerings that work for today’s wine drinkers.
I have purchased Union Wine Co.’s cans at Whole Foods Market. The can is attractive and the perfect delivery mechanism for people on the move like hikers, golfers, concert goers, tailgaters, etc. No one wants to deal with empty glass bottles when they’re on the move. A can on the other hand, you crush, pack out and recycle.
Another key factor (and industry disruptor) is the fact that Union Wine Co.’s price point is notably less than the competition. Six dollars for a 12-ounce can of Oregon Pinot is a deal. Union Wine Co. bottles their wine too and the bottles retail for $12—half of the going market price for Oregon Pinot Noir. This upstart is likely making enemies in the field at the same time it makes friends in the distribution channels and directly with wine lovers. It’s very Gary Vee of them, and I’m a fan.