A New Face for Beringer

Dear Client: Part of Treasury Wine Estates' new premiumization strategy is beefing up Beringer with rebranding efforts and new marketing campaigns. Recently we spoke with Francesca Schuler, chief marketing officer for Beringer Vineyards, who provided additional insight into its marketing strategy for the coming year. WINE & SPIRITS DAILY: How is Beringer rebranding itself? FRANCESCA SCHULER: Beringer has a new look and level of programming and partnerships. Most visible is the modernization of Beringer's branding and packaging. It went back