OBJECTIVE

Launch the new rosé brand, Maison No. 9 and establish it as a serious player in the wine category while faced with the challenge of limited tactics due to the pandemic.

Following the launch, our on-going focus is to raise awareness and drive consumer, business and entertainment press coverage for Maison No. 9, with the ultimate goal of driving sales.

ABOUT THE PROJECT

Maison No. 9 is the brainchild of musician Post Malone, music manager Dre London, and entrepreneur James Morrissey. Formulated to be a different business model from other celebrity spirits and to fill a hole in the rosé marketplace, the wine is a true collaboration and partnership between the founders that prioritizes innovation and disrupts traditional methods typically found in the wine industry. To support the brand’s ethos, we established a strategic press plan and a carefully crafted narrative intended to appeal to both seasoned consumers and those for whom Maison No. 9 may be an introduction to the category.

BMF’s PR team announced the project to an overwhelmingly positive response, generating press coverage across multiple platforms Stateside and internationally. Following the placement of a carefully curated press exclusive we garnered consistent placements leading up to pre-order, where the 50,000 bottles reserved sold out in just two days.

We continue to identify and support key press moments, including but not limited to the online and in-store launch, merchandise drops, news around industry records, seasonal opportunities and more, while securing key interviews with the founders.