Recognizing an untapped wine market where beer culture dominates, we set out to cater to outdoor adventure enthusiasts with a more approachable and inclusive spirit than wine typically has. I developed a versatile wine style that would appeal to a broad audience, primarily sourcing from Sonoma County for flexibility and quality, and incorporating aromas and flavors from popular wine styles without being overly stylized. Sonoma's ample supply and favorable cost were key factors in establishing a brand that could offer exceptional value. We also embraced vibrant label designs, approachable wine names, sustainability practices, and lower alcohol levels to attract younger and more casual wine consumers.