The New York Jets enlisted WBD to develop an integrated wine strategy for the team. A three-tiered program was crafted to release the first Jets Signature Wine, develop wine events, and create a Wine Bar for the New Meadowlands Stadium. This strategy will introduce fans and corporate partners to international wines and elevate the wine experience throughout the Stadium.
Jets Uncorked, The NY Jets Signature wine, was launched in June 2010. WBD gained insight from the Jets brand and fan base to best identify the producer, winemaker and wine profile. The criteria consisted of fan relevance, quality, marketability, and partner "fit". The result was the selection of renowned winemaker, Marco DiGiulio, who hand-crafted Jets Uncorked, a 2008 Napa Valley Cabernet Sauvignon. Order Now.
The name, "Jets Uncorked", alludes to the new era of Jets football, commemorating their home at the New Meadowlands Stadium. The label design showcases an actual play that will be an integral part of a promotion in the upcoming months.
To activate sales, WBD developed a comprehensive strategy for stadium, restaurant, retail and online distribution. Online and offline marketing materials were developed to create brand awareness.
Jets Uncorked was announced at a press event at the New Meadlowlands Stadium and received national press coverage from CBS, CNN, Daily News, ESPN, Huffington Post, Sports Illustrated, Washington Post, and Wine Library TV, to name a few.
Week 1 Results:
  • 2000 750ml bottles and 50 Magnums were pre-ordered online
  • "wine" was the 2nd most searched term on newyorkjets.com
  • newyorkjets.com/uncorked received 4,500+ page views
  • 54% of users clicked through to purchase
  • 20 tri-state restaurants want to carry Jets Uncorked and/or host a release event
To kick off the 2010 NFL season, game day events are being planned for suite holders and corporate partners. Simultaneously, Jets Uncorked will be launched outside the stadium at release parties in Tri-state restaurants.
Throughout the year, WBD will develop wine tastings and events to showcase Jets Uncorked, the Winebar's international portfolio, and winemakers affiliated with the these brands.
About Marco DiGiulio
Winemaker Marco DiGiulio has created some of the most well known Napa Valley Cabernet Sauvignons. His wines continue to receive accolades from renowned writers and critics, who have praised his skill in the cellar and his magic in the bottle. Since 1995, Robert Parker and Wine Spectator have rated 52 of Marco's wines between 90 and 98 points.
Photos above:
1. NY Jets, Jeff Fernandez, and Marco DiGiulio, Jets Uncorked winemaker, at Press Event
2. Gary Vaynerchuk and Marco DiGiulio, Wine Library TV
jets uncorked
"The New York Jets have a wine, and I'm not joking. This is literally out of a dream for me. This is done by an amazing new company called Wine by Design, working with the Jets. Its called Jets Uncorked"
Gary Vaynerchuk, Wine Library TV