Peju

As the saying goes “Sometimes you have to take a step backward to move forward”. While reviewing PEJU’s database it became apparent PEJU was attracting a far higher percentage of next generation wine consumers than most wineries. How?

The stakeholder interviews gave us some answers, and one quote in particular sparked everyone’s curiosity – “PEJU is the un-Napa Napa brand”.

The crux of PEJU’s success is it has not changed its way of doing business since its inception. PEJU continues to offer a wide range of varietals and prices; their tasting experiences were priced reasonably; relaxed and friendly; everyone is welcome – including kids and dogs; with an appointment or walk-ins. Plus there are other attractions from the distinctive architecture of “the tower” to the profusion of art and sculptures throughout the property.

Taken as a whole, PEJU is able to position themselves as a classic Napa brand which remains true to the authentic Napa experience of the ‘80s: a great day out with friends, relaxing and fun, great wine for everyone’s tastes, come as you are, everyone welcome… Something all ages, but especially the next generations are looking for.

The brand archetype we chose for PEJU is the Everyman. The Everyman brand archetype simply wants to be accepted, displaying a relaxed and friendly attitude to everyone they encounter. And, unlike other archetypes holding elitist personalities, the Everyman offers an “everyone welcome” personality with family company roots.

Everyman brands “musts”:

• Be friendly and down-to-earth.
• Should become a comfort zone for their customers.
• Continuously offer high-quality, reliable products and experiences consumers find value in.

Now, in case you are wondering, there are many examples of luxury brands in luxury categories who are Everyman brands. Loro Piana, airbnb and Warby Parker, to name a few.