Reaching New Audiences for a Storied Brand

Maison Louis Latour, one of Burgundy’s most storied wine producers, engaged Three Cheers as its first US-based public relations agency. Wine had been experiencing increased competition from other beverage categories, and the brand needed a fresh way to tell its 200-year-old heritage story – modernizing it for both developing and experienced American wine drinkers.

Our brand narrative centered on the high quality and range of Louis Latour wines, steeped in Latour family leadership, their stewardship of the Burgundy region’s irreplaceable terroir including commitment to better growing and wine making practices, and how all of that translates to surprisingly accessible, world-class wines for every occasion.

Our always-on approach is anchored in marquee tasting events with influential lifestyle and wine journalists and sustained brand storytelling that inserts Louis Latour into culturally relevant and ownable moments. For one, a “Summer in Burgundy” event hosted in NYC introduced media to the distinctiveness of the Burgundy region and the Louis Latour wines that define it. We’ve also created a “social somms” engagement program, piquing interest from a new generation of sommelieres in sharing lifestyle moments that organically and authentically feature Louis Latour wines. And we’ve placed Louis Latour executives as thought leaders on a variety of consumption occasions and viticulture practices – employing the right balance of time-honored growing traditions and technology, accelerating harvesting in response to changing weather patterns, sustainable winemaking, and more.

Our collaboration with Louis Latour has increased recognition of Louis Latour wines among a new generation of American consumers, making Louis Latour approachable and relevant for a variety of occasions. The PR effort has earned billions of media impressions – and not merely mentions, but features that tell Louis Latour’s compelling story, – with 92% of coverage citing the brand’s renowned superior quality. That work has had the added benefit of demonstrating support for and relevance of Louis Latour with distributers, retailers and restauranteurs, as well. Vive la Bourgogne – and Louis Latour!