Case Study
Seven Apart’s Digital-First Wine Launch
Seven Apart
Seven Apart is a new luxury wine brand launched in Napa Valley in 2018 by Highway 29 Creative (in partnership with Deksia). It was built to be the next cult wine brand—steeped in high-altitude vineyard storytelling—with a strong digital and allocation-first strategy.
Industry: Luxury Wine / E-Commerce & Brand Marketing
Location: Napa Valley, California
Project Scope: Brand strategy, naming, website UX + design, digital advertising, social media content, photo/video, allocation-system overhaul, campaign storytelling.
Solution Provided: From day one, Deksia helped define the brand’s identity—embodying the mountain vineyard and exclusivity—while designing a digital-first allocation system and launch strategy. This included website design, allocation-first commerce, digital ads, content series, drip email journals, trade visuals, and marketing activations (like Mt. Everest sponsorship).
The Challenge
The Solution
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Brand & Digital Strategy: Established a luxury brand centered on the mountain vineyard ethos—“Napa at its Peak”—with cohesive naming, visuals, and tone.
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Allocation-First Setup: Rather than a basic signup form, customers were required to purchase a 3-bottle set (“Expedition”) to join the allocation list, capturing qualified, enthusiastic buyers immediately. Engagement was maintained with regular email journals about vineyard life and winemaking.
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Website UX & Design: Created a distinctive, non-typical winery website that visually portrays the vineyard as a character, supports allocation commerce, includes rich storytelling and social proof, and provides clear calls-to-action.
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Digital & Content Marketing: Launched digital ad campaigns to build awareness and sell the initial Expedition set. Produced photo, video, and content assets. Activated unique branding moments—like sponsoring a climber carrying “Summit” wine to Everest and releasing a limited-edition decanter.
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Launch Messaging: Rolled out timed campaign touchpoints: email teasers, hidden-purchase pages, video stories (“The Dawn of Seven Apart”), and drip engagement tied to each wine release.
The Results
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Seven Apart quickly built a devoted allocation list, with each release consistently selling out within hours, even before tasting room access.
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The brand became known as “one of the hottest new brands in Napa Valley” since 2018.
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Digital advertising continuously drove ROI and new customer acquisition in advance of, and without, a physical tasting space.
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