Coravin: Changing the way we think about wine

BrewLife has the best clients. Seriously… take Coravin.

Pour, enjoy & repeat without pulling the cork.This is an ingenious product that allows you to pour wine from a bottle without removing the cork, without oxygen entering the bottle and thus without compromising the wine still inside. It’s perfect for wine lovers at home, as well as for restaurants and wineries that want to offer amazing wines by the glass.

Coravin engaged BrewLife early this year to develop the brand, create marketing materials and plan the launch with their PR firm. We created the logo, website, videos, print ads and more. The list is exhausting but gave us a great excuse to enjoy wine at our desks—these projects always demand a lot of ‘research.’

Coravin launched July 29th, with huge success, changing the way many people think about wine. Currently it’s only available for purchase at Coravin.com/shop and NiemanMarcus.com but it’s been endorsed by the biggest names and finest palates, including Robert Parker who called it “the most transformational and exciting new product for wine lovers that has been developed or invented in the last 30-plus years.”

We very much enjoy working with the Coravin folks, including Howard Leyda, the VP of Marketing at Coravin, who kindly took the time to let us get inside his head.

 

Howard LeydaWhat attracted you to join Coravin and your work here?

I met with the Vice President of Engineering, Mike Rider, for lunch and when he showed me Coravin’s Wine Access Technology I knew Coravin had a revolutionary product that would change the way people enjoyed wine.

 

What sets Coravin apart?

Coravin is the first wine access technology in history that allows wine enthusiasts to enjoy a bottle of wine glass-by-glass over weeks, months or longer.

I expect Coravin to radically change how people think, both about enjoying a bottle of wine and shopping for one. In the past you’d think deeply about the price of the bottle because once you opened it you’ve committed to drink it that night. Now, the math has changed from the price of the bottle to the price of a glass of wine from that bottle because you no longer have to commit to the whole bottle. You can drink it a glass at a time over weeks, months and even longer.

 

Coravin Facebook pageHow has BrewLife helped you build and tell your story?

BrewLife has been instrumental in developing and building the Coravin brand from name, to brand identity, brand positioning and the go-to-market strategy. BrewLife has been a partner.

 

How has the proliferation of digital channels and digital consumption changed audience engagement?

Digital channels are changing peoples’ (both young and old) lives profoundly and how marketers reach their customers. Marketers now need to listen to and converse with their customers not just broadcast messages.

The best part of the new medium is that customers and non-customers now have a voice. If you listen, it allows the brand to quickly evolve and meet their needs, thus building value for both customers and the brand.

Coravin website

 

What about your work do you find most rewarding?

I love marketing and building brands that make a meaningful difference in peoples’ lives. I have been very fortunate to be part of the introduction and building of several brands that have transformed peoples’ lives—the Iomega Zip, Jaz and Ditto, Magellan Roadmate, iRobot Roomba, Scooba, and Braava. And now I am part of the team that is changing wine enthusiasts’ lives with the launch of Coravin Wine Access System.

 

What are you working on now that is most exciting?

Coravin just launched its revolutionary product. We have only begun to scratch the surface of the brand’s potential. What’s exciting is all the possibilities. There is so much more to come.

 

If you could high-five anyone, who would it be?

Jimi Hendrix. His music reaches me at the most profound level. His first three albums are three of the best albums ever: Are you experienced?, Axis Bold as Love, and Electric Ladyland. His short time on this earth was magic.

 

12/31/13 CNBC interviews Greg Lambrecht, Coravin founder, and shows how this device works.

Susan Parker
Susan Parker

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