Precept Wine CMO on Innovation and Taking Risks

Dear Client:Earlier this week, we dug into Seattle-based Precept Wine's success in secondary US markets as well as the benefits to a regional approach [see WSD 11-04-2019]. The "other thing we use our regional focus for is innovation," said Precept cmo Alexandra Evans. Precept will "always put ourselves out there," according to Alexandra. Indeed, they "threw everything up against the wall to see what sticks." That's how House Wine cans came to be, the partnership with Cheez-it [see WSD 07-24-2019], and they're