Don’t overthink it with Bread & Butter wines
Bread & Butter is speaking to a new generation of wine drinkers in latest campaign.
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Wine can feel unnecessarily complicated, especially for younger drinkers navigating a culture full of rules, rituals, and jargon.
Bread & Butter Wines, in partnership with agency of record Argonaut, is flipping the script with a new campaign, Don’t Overthink It, inviting a new generation of wine lovers to enjoy premium wine without the pressure.
In an ad that evokes 1984 and Eyes Wide Shut, you see the main character transition out of a dramatised caricature of the wine world, full of wine baptisms and wine chants, and into the Bread & Butter world, a sharp departure from what is typical for the category. The campaign challenges how people perceive wine and offers something entirely out of character for the industry.
“The wine chant is our way of lovingly roasting wine culture for taking itself a little too seriously,” says Hunter Hindman, Founder, CEO/CCO at Argonaut. “It’s dramatic and intentionally absurd because that’s exactly how the wine world can feel sometimes. There’s a performance to wine tasting with the swirling, sniffing, and jargon, so we wanted to tap into that ritual and flip it on its head.”
Credits
View on- Agency Argonaut/San Francisco
- Production Company Fela
- Director Adrian Villagomez
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Credits
View on- Agency Argonaut/San Francisco
- Production Company Fela
- Director Adrian Villagomez
- Head of Production Amir Karimi
- Producer Mikayla Fasullo
- Post Production/Finishing/Color Mission Film & Design
- Post Producer Nick Castillo
- Production Services Neuf Cinq
- Production Services Producer Zion Lipstein-Saffer
- Chief Creative Officer Hunter Hindman
- Head of Creative Hemant Anant Jain
- Creative Director/Art Director Ronnie Allman
- Creative Director/Copywriter David Roth
- Senior Art Director Karolina Edgren
- Senior Copywriter Cali McGovern
- Executive Design Director Philip Cheaney
- Producer Jeff Smith
- Art Director Yola Van Leeuwenkamp
- DP Antoine Ryan
- Editor Andy Green / (Editor)
- Audio Engineer Eben Carr
- Choreographer
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Argonaut/San Francisco
- Production Company Fela
- Director Adrian Villagomez
- Head of Production Amir Karimi
- Producer Mikayla Fasullo
- Post Production/Finishing/Color Mission Film & Design
- Post Producer Nick Castillo
- Production Services Neuf Cinq
- Production Services Producer Zion Lipstein-Saffer
- Chief Creative Officer Hunter Hindman
- Head of Creative Hemant Anant Jain
- Creative Director/Art Director Ronnie Allman
- Creative Director/Copywriter David Roth
- Senior Art Director Karolina Edgren
- Senior Copywriter Cali McGovern
- Executive Design Director Philip Cheaney
- Producer Jeff Smith
- Art Director Yola Van Leeuwenkamp
- DP Antoine Ryan
- Editor Andy Green / (Editor)
- Audio Engineer Eben Carr
- Choreographer
By leaning into simplicity, the Don’t Overthink It campaign positions Bread & Butter as a brand that meets drinkers where they are, bringing to life the ampersand technique to pair high brow and low brow usage occasions together: Pairs with happy hour oysters and dollar slices at midnight; Pairs with haute couture and hot pastrami.
“With 65 percent of young wine drinkers believing wine feels complicated today, we saw an opportunity to create something that offered approachability no matter the occasion,” Patrick Cramb, VP, Global Marketing & DTC at Bread & Butter Wines. “Because good wine should fit your life, not the other way around.”
The campaign also includes a focused effort on social, both paid and organic. The work also features Bread & Butter’s dynamic but approachable head sommelier, Linda, giving her a refreshing space to tell consumers that a good wine is just a wine you like.
Bread & Butter’s momentum proves the message is landing. The brand was recently named a Blue Chip Brand by IMPACT, an honour reserved for brands that meet strict growth and scale criteria, including: a $25 million gross margin, and either ten consecutive years of volume growth and/or an average annual compound growth rate of 1.5% from 2014 to 2024 and at least eight annual increases in the past ten years. Bread & Butter is also the #1 Pinot Noir in America, a reflection of how strongly the brand resonates with consumers.
