ripe to pick

Another bumper crop year

And brand new fields to hoe with Finn Partners.
Our focus on creating and marketing fresh brands with clients remains at the core of what Greenfield Belser does. Inside this year’s annual review, you’ll find our picks for brand makeovers, extensions and campaigns that drive growth.

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Wine and Spirits Wholesalers of America

by the numbers

WSWA uncorks a brand new look, feel, tone and set of key messages

Now here's a fun assignment: the complete rebranding of the Wine & Spirits Wholesalers of America. Just the thought makes you want to pop a cork and swirl the amber liquid around your glass.

But WSWA has a serious marketing challenge-Americans (including lawmakers) are not aware that the 21st Amendment repealing Prohibition gave states the power to regulate alcohol within their borders. All states chose to establish a variation of the three-tier system, and wholesale distribution became critical to consumer protection on several fronts (product safety, for one; think moonshine). Wholesalers also collect taxes and keep track of every bottle distributed.

But challenges occur every day from those who want to skirt around state-by-state laws; for example, California winemakers want to ship directly to you in New York, Walmart wants to cut out the middleman with its own distribution network.

Thus, our job was to remind-or, in many cases, educate-lawmakers of the positive role wholesale distributors play in the system and that this role is legally protected.