DAOU By - the - Glass

A taste of luxury

Project: DAOU By-the-Glass

Challenge: DAOU is a luxury wine, with the average bottle selling for $85. The product unquestionably earns its price point; however, as with most high‑end wines and spirits, the biggest barrier to entry is trial. To accelerate consumer acquisition, I needed to create a way to lower the financial risk and make first‑time discovery more accessible without compromising the brand’s premium positioning.

Execution: I developed a by‑the‑glass trio priced just below typical on‑premise pours, offering consumers an elevated way to experience our most popular wines. Each set featured three glasses of our most popular wines presented in a high‑end, luxury box. Every detail was intentionally crafted to reinforce quality, sophistication, and the premium nature of the product.

Result: The overall impact was overwhelmingly positive and the project has continued to grow.

• 2.3 Campaign ROAS

• Each release sells out quickly / consistently a top selling product

• Gifting and new consumers account for 63% of all sales

• Expanded the line to include new wines. Each expansion has met similar success