With a team of four other students, I competed in a case competition hosted by the Altria Group to develop a new wine product for a fictional vineyard. Given the constraints of the case packet, we were to develop the positioning, strategy, and branding of a prospective pinot noir product.
My team won first prize in a competitive pool of eight total teams. Our wine was positioned to appeal to new drinkers aged 21-26. We aligned the product to compete with harder liquors like vodka and tequila.
I developed the trade dress and logo of the product, as well as all visual elements of the presentation.