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Sultry Ad for Orange Wine Shakes Off Category’s Stuffy Image

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Fans of orange wine—a fast-growing tipple that’s become a darling of social media and a must-order at trendy bars—may know about the production process that gives the antioxidant-rich beverage its name and distinctive color.

For anyone outside that cocktail loop, a short primer: orange wine is also known as “skin contact” wine, so called because it’s made with white wine grapes that are left in contact with their skins. The resulting shades of orange change as the fermenting time varies.

By latching onto this technique, it might seem that canned wine startup Nomadica intends to speak mainly to the oenophiles among us in a just-launched ad campaign. But that’s far from the truth. 

For its most significant marketing push to date, the young brand brings the origin story to sultry life in a video series shot by director-actor-producer Lake Bell.

The campaign, dubbed “Skin Contact,” introduces Nomadica’s newest product, an Italian-inspired orange wine with a California twist, via a diverse cast of characters getting up close and personal with each other in friendly and romantic ways.

‘Tangerine-inspired world’

To communicate the drink’s cheeky vibe, the sustainably-minded brand’s founder and CEO Kristin Olszewski wanted the ads to be “sexy without being too serious” and “show people that wine doesn’t need to be pretentious or intimidating,” she told Adweek.

Director-actor-producer Lake Bell shot Nomadica’s first major marketing campaign.

The message to consumers intends to be simple and approachable: “I don’t need to be a wine expert to enjoy this,” Olszewski said. “I just want to have fun and live in this tangerine-inspired world.”

The exec, one of the few female sommeliers in a largely male-dominated space, aimed to shed the stuffy image of wine marketing and related ad tropes, targeting the 25- to 35-year-old consumers who are fueling the ready-to-drink boom. 

“The big reason the wine category has been struggling in recent years is that brands are using the same old tricks to try to bring in new audiences,” Olszewski said. “We wanted to reinvent and do our own thing.” 

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