California Wines on a Mission

Jul 16

Want to know how we connected with over 82,000,000 social media users globally?

The Mission

With 80% of its wines produced in sustainably certified wineries, California is a world leader in sustainable wine. Our mission: to make Californian wines synonymous with sustainability for wine lovers and professionals on a global level.

1) What is sustainability?

Sustainability can be hard to define and needs breaking down into key pillars: Planet, People, Product. From here we created an annual content plan carefully balancing these three core pillars and weaving in organic, biodynamic, regenerative practices.

2) Make it relevant

To connect with audiences globally, we needed to create sustainability video content that felt relevant, engaging and bite-sized.

We planned and shot our own footage during the Wines on a Mission press tour, and repurposed top-performing content from iconic Californian producers.

3) Go global!

We coordinated with the Wine Institute’s international representatives to translate captions and subtitles across 6 languages, posting on 18 separate California Wines social media accounts and amplifying with a paid content strategy.

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82 million pairs of eyes

By making bite-sized video content that was engaging and relevant to consumers, the Wines on a Mission campaign was able to connect with over 82,000,000 users worldwide and accounted for an incredible 43% of all social media impressions for the CWI in 2025.

Let’s crunch the numbers

24 pieces of sustainability focused video content
Translated and published in 6 languages
845% increase in reach across global accounts
11,855,748 engagements (12.14% engagement rate)
82,787,532 users reached
97,661,859 video views

Want to work with wine professionals that know how to make your brand stand out? Drop us a message.

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Here's what the client had to say...

“They’re passionate, they’re knowledgeable, not only about sustainable winegrowing – their general wine knowledge makes it possible for them to communicate in a fresh, innovative and really authentic way."

Kate Venugopal | Director of International Marketing | The California Wine Institute

Want promote your wine region? Get in touch:

Richard Morley