Wonderwerk: Making Wine Party-Proof
Ask
We were asked to create an awareness campaign for Wonderwerk that tackles the wine culture problem seen with Gen Z.
My Role
Project management, client communication, market research, cross functional team management, media plan, strategic ideation, business case.
Deliverables
Product extension, launch campaign including OOH, in-store, social, PR, pricing and communications strategy.
Background
Issamu Kamide and Andrew Lardy were high school friends who wanted to keep the feeling of a great night out going, not wanting the party to end.
They saw an opportunity to make wines for the next generation of drinkers—wines that are:
Naturally made
Flavor-forward
Affordable and accessible
Not pretentious
Not locked into tradition
Out came Wonderwerk, a natural wine brand based out of California. In an attempt to attract the new generation of wine drinkers, each wine started not from a region or grape prestige, but from a concept; a mood, a moment, or a visual. But Wonderwerk wasn’t seeing the momentum they expected, because these people didn’t know much about wine, and especially not about Wonderwerk.
I had to translate an awareness task into something that got the team excited. I drove the project forward with real momentum, bringing the ideas of a non-traditional campaign to the table. The team needed someone to be the sounding board of ideas, speak on behalf of the client, and keep us on track to help Gen Z learn what Wonderwerk was.
Research Methodologies
In depth interviews
Desktop and database research
MRI Simmons
Social listening
(Keeping in mind, over half of Gen Z is under the age of 21 and cannot legally purchase or drink alcohol).
Findings
62%
of adults under 35 said they drink, compared to 72% two decades ago. Some cited health concerns as a key reason.
Almost half
of Gen Z drinkers are choosing canned cocktails or RTD’s reflecting how “cocktails in a can” fit their on-the-go lifestyle.
66%
of people surveyed revealed they enjoy a nice glass of wine at home rather than going out with friends.
Gen Z is open to wine, but traditional wine formats don’t fit their most common drinking occasions: pregames, parties, and casual hangs.
Wine comes with friction:
You need a corkscrew
You need a glass
You commit to one flavor
It feels formal and high-effort
As a result, wine is often excluded from spontaneous, social settings.
Insight
Wine isn’t losing because it’s wine, it’s losing because it doesn’t feel as efficient, intuitive, or party-proof as their go-to RTD’s.
Opportunity: Reimagine wine in a format designed for how Gen Z actually drinks.
Strategy: Make Wonderwerk the Easy Choice
Wonderlings Product Extension
We transformed Wonderwerk’s playful wine into Wonderlings Party Packs — a portable, shareable tasting experience built specifically for pregames and group settings.
Instead of asking Gen Z to adapt to wine culture, we adapted wine to their culture.
Hard Seltzer Variety Packs hold 62% of the category’s dollar share in convenience stores.
The RTD industry is expected to grow by 5 billion dollars throughout the rest of the 2020s.
Removing Friction
-
A generous single serving (slightly more than a standard 5 oz pour) that encourages tasting, sharing, and low-pressure drinking.
-
Six different wines in one pack turn the product into a built-in tasting experience — sparking conversation and reducing the pressure of choosing just one bottle.
-
No corkscrew required. Truly party-ready and aligned with Gen Z’s preference for low-effort experiences.
-
No need to ask the host for a glass. No commitment to finishing a full bottle. Easy to carry, open, sip, and share.
Pricing Strategy
Retail Price: $35 per 6-pack
The price reflects more than liquid volume — it captures the value of:
Multi-flavor discovery
Single-serve convenience
Portability for social settings
A built-in tasting experience
This positions the pack as an affordable social experience, competitive with the cost of a few bar drinks rather than a single bottle of wine.
Strategic Touchpoints
Easy to Drink:
Social Media
Our main message is that Wonderlings are easy to drink. Since our target lives on socials and sees life hacks all day long, it is the right place to start to portray our message.
To reach Gen Z in a non-digital space, we placed wheatpaste in big cities like Minneapolis, Atlanta, and Boston, which were ranked the top 3 cities for Gen Z to live in 2025. According to Commercial Cafe, each city offers affordability, opportunity for community growth, and job opportunites. These things are critical to Gen Z, who are likely starting their adult lives and careers.
Wheatpaste Placements
Easy to Find:
Store Locator
In an effort to make Wonderwerk the easiest choice, it has to be easy to find. By adding a store locator option on web, Wonderwerk removes a roadblock that is important to the convenience driven lifestyles that Gen Z live.
Once they are in a store, consumers need to be able to easily identify the product they are looking for. With end caps or in-aisle displays, Wonderlings can stand out from the crowded RTD space.
In-Store Placement
Easy to Talk About:
Influencer Partnerships
Each of these creators tackles a different section of where Gen Z lives on social media. They also all share similar qualities, so it wouldn’t feel disconnected that they’re all supporting the same brand. Gen Z trusts their opinion, so if they see content of them trying Wonderwerk, an increase of UGC content is likely. Each creator drinks alcohol, is over 21, and has posted content similar in the past.
Micky Gordon
TIKTOK: mickycashflow
(1.1M followers)
INSTAGRAM: mickyygordon
(118K followers)
CONTENT TYPE: “Posts like no one’s watching,” inspiring others to embrace authenticity. Connects with Gen Z because she leans into unfiltered reactions, dramatic but relatable storytelling, and real emotions.
Henry Smith
TIKTOK: henryhenryhenryhenryhen
(830K followers)
INSTAGRAM: henryhenryhenryhenryhen (97.1K followers)
CONTENT TYPE: Personality “everyday” content. Blends nonchalant humor with opinions and observations. Connects with Gen Z because he posts like he’s talking to a friend, rather than talking down.
Bridget Marr
TIKTOK: bdogtrapmaster03
(174.5K followers)
INSTAGRAM: bridgetmarrr
(28.7K followers)
CONTENT TYPE: Cozy content mixed with gentle humor and personal storytelling. Connects with Gen Z because she acts as your “best friend on your FYP.”
Influencer Gifts:
Mini-fridge custom to fit our 6 oz bottles
Blow up chair for a fun hosting style
Wonderlings merch
Custom letter
Each of these podcasts have large Gen Z audiences. They are known for their fun vibes, unfiltered opinions, and overall entertainment value. The hope is that they would also physically try our product on their podcasts and clip them to their social media accounts.
Podcast Placements
Comedy Podcasts:
Therapuss
Anything from TMG Studios: Upstairs Neighbors, BNCMAP, NTYC
Matt and Shane’s Secret Podcast
Giggly Squad
Basement Yard
Pop Culture Podcasts:
Call Her Daddy
Extra Dirty
Las Culturistas
Easy to Try:
Music Festival Pop-Ups
At each festival, Wonderwerk will have wine tasting booths that focus on signage and unique appearances that will draw in excitable Gen Zers. The design should feel just as unique and special as Wonderwerk is as a brand. Each of these festivals have large Gen Z turnouts.
Studies show that people are likely to take risks and try new things at music festivals because they feel as though they are in a “socially liberating” area. Trying a new product at these festivals might not seem as daunting as it would in a different environment.
Festival Placements:
Just Like Heaven - Pasadena, CA (May)
Boston Calling - Boston, MA (June)
Iron Blossom - Richmond, VA (September)
Elise Tanenbaum - Creative Brand Manager
Kacey Cooper - Strategist
Hannah Wente - Copywriter
Josef Pellegrini - Copywriter
Logan Murray - Art Director
Outcome
The client was excited about the idea and the names of the smaller bottles in relation to the names of his regular size wine bottles. He mentioned our strategic thinking that wine should be easy and not complicated - especially for the generation he’s looking to target. He mentioned our insights were useful and helped him understand what Gen Z is thinking about wine, especially helpful in finding out that wine is not as intuitive to his target as he thought. The client also mentioned that their team is working on a single serve product and that they loved seeing another interpretation of it from fresh eyes.