White Rocket Wine Company is re-launching its Dog House line of California super-premium wines with a friendly new label and dogged support for Guide Dogs for the Blind, a charitable organization that provides free guide dogs and training to the blind and visually impaired. Since pledging support for Guide Dogs for the Blind in 2005, Dog House has donated a total of over $214,000 to directly fund their efforts.
“Our pet cause at Dog House is raising money for Guide Dogs for the Blind, whose programs greatly enhance the mobility and quality of life of the blind and visually impaired,” says Ryan Kukol, Associate Brand Manager. “Because Guide Dogs for the Blind receives no government funding, it depends entirely upon private donations. Through sales of Dog House wines, we directly aid this worthy group’s efforts to improve the lives of thousands of people afflicted by blindness.”
Bred from pedigreed vineyards in California’s acclaimed North Coast and Central Coast wine-growing regions, Dog House Pinot Grigio, Chardonnay, Merlot, Cabernet Sauvignon, and Zinfandel are crafted with a combination of traditional artisan winemaking techniques and state-of-the-art technology. Softly textured and easy-drinking, they’re delicious on their own and wonderful companions to food. Since 2005, Dog House wines have won over 65 medals for quality – certainly a record to woof about.
With its new, playful label illustration of a dog with a dog shock collar sitting outside a doghouse, and a suggested retail price of $9.99, Dog House rests squarely within the Adventure Brand category, which continues to wag the tail of the premium wine market, soaring from 661,000 cases and $68 million in sales in 2002 to nearly 6.8 million cases and $568 million in 2007. Delivering higher profit margins than traditional premium table wines, adventure brands like Dog House appeal especially to Millennial Generation consumers, who are lapping up whimsically themed brands that reflect and reinforce their values.
“The quality and affordability of our wines, coupled with our support of Guide Dogs for the Blind, gives Millennial consumers three doggone good reasons to make Dog House their pet brand,” says Mark Feinberg, Vice President of Marketing.
White Rocket is supporting the new-package launch of Dog House with any array of point-of-sale materials, including a display rack, case card, bottle neckers and shelf talkers for stores, and waitstaff education and feature cards, logoed corkscrews and 3-liter Chardonnay and Cabernet Sauvignon bottles for restaurants. The new Dog House package begins shipping in June, 2008.