Korbel Appoints Carmichael Lynch as Brand and Media AOR

Korbel has appointed Carmichael Lynch as its new brand and media agency of record, handling strategy, creative, social media, and brand activation. The IPG agency and the Californian champagne producer will collaborate to modernize the brand’s positioning and broaden its appeal. As part of the remit, the California champagne producer’s responsibilities include strategy, creativity, social media, and brand activation. The appointment comes after an AAR Partners-managed nationwide agency review procedure.

Korbel names Carmichael Lynch as brand-media AOR

Korbel and Carmichael Lynch had previously collaborated for ten years in the 1990s. That partnership has come full circle with this new relationship.

Korbel California Champagne was founded in Sonoma County in 1882, making it one of the oldest champagne brands in the United States. The company claims to make the most well-liked méthode champenoise champagne in the United States. The first step in the méthode champenoise is to age still wine for several months or years in tanks or barrels. The announcement of the new partnership comes at a time when sales of sparkling wine and champagne have somewhat declined following a spike in sales sparked by the lifting of COVID-19 lockdowns.

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Interpublic Group of Companies Inc. owns Carmichael Lynch Inc., which is based in Minneapolis. Subaru, Bush’s Beans, Red Robin, and Saputo are among their clients. Carmichael Lynch has been winning lately; he was just signed by the Houston Texans and Red Robin. Although the specifics of the agreement were not made public, COMvergence projects that Korbel Champagne will cost $1.2 million in 2023. PriceWeber was a previous partner of the brand.

Here’s what they said

As reported by Adweek, 

Gary Heck, president, chairman and owner, Korbel said

“I’m excited about our reunion with Carmichael Lynch. They helped us market the brand successfully in the past and they delivered on insight-based strategies to take us into our next chapter. It was clear in the pitch they are a strong strategic and creative partner as we look to break out in a crowded category and expand ways to celebrate.”

Julie Batliner, president, Carmichael Lynch added,

“Korbel has a unique opportunity to lean into the changing way that people are celebrating today to reach new audiences that may not have the California champagne top of mind. We’re looking forward to helping them stand apart from the category through cultural moments showing the less stuffy and more bubbly side of champagne the way only Korbel can.”

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