Robert Skalli

Robert Skalli: Elevating a Premium Wine Brand

Client Category: Wine / Alcohol Beverage / Premium CPG
Services Provided: Brand Strategy · Positioning · Messaging · Campaign Creative · Media

Business Challenge

Robert Skalli had the wine, the heritage, and the ambition — but not the brand clarity required to lead. In a category dominated by heritage giants and mass-market familiarity, Skalli needed a modern identity that could seduce a new generation of premium wine drinkers without alienating loyalists.

The task was simple in theory, difficult in practice:
Transform Robert Skalli from a respected name into a leading premium wine brand.

Strategic Insight

The high-value wine consumer — affluent, urban, 30-35 — wasn’t just buying flavour.
They were buying status, sophistication, and the feeling of choosing well.

Our qualitative research revealed a tension:

• Consumers admired French wine heritage…
• …but they craved a modern, trustworthy guide who made the category feel approachable rather than intimidating.

The breakthrough:
“Prestige doesn’t have to be pretentious.”
Skalli had the credibility to elevate the category — and the personality to make it feel human.

Creative Solution

We rebuilt the brand from its core meaning outward.

Positioning: “His wine is his word.”

A line that captured Skalli’s personal integrity and deep commitment to craft.
It reframed the brand not as a faceless wine house, but as a promise — a signature — from a winemaker who stands behind every bottle.

Brand World: Elegant, modern, and spirited

We infused the brand personality with sophistication and warmth:

• Premium cues without elitism
• Innovation rooted in heritage
• Packaging and presentation that felt refined yet accessible

Campaign Creative & Messaging

Our communications celebrated Skalli as the modern face of French wine, bringing clarity, confidence, and joy back into the purchasing experience.

Media Strategy

Targeted placements reinforced Skalli as the “smart choice” for premium wine drinkers — the bottle that signalled taste without trying too hard.

Results

Robert Skalli emerged as a leading brand in the premium wine segment, achieving significant lifts in:

• Brand prestige and perceived quality
• Consumer relevance among urban, high-income drinkers
• Retailer confidence and distribution pull-through

Most importantly, we established Robert Skalli as a modern, trustworthy authority — a brand that could stand shoulder-to-shoulder with global wine leaders while feeling unmistakably personal.

Category Takeaway

Premium doesn’t win by shouting luxury — it wins by signalling trust.
When you combine authenticity, clarity, and a modern emotional hook, even storied wine houses can feel fresh again.

Robert Skalli became not just a wine brand — but a promise, kept.