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MARE ISLAND, CA – Affinity Creative Group Northern California’s award-winning creative brand design, and digital marketing firm, has appointed Ari Rollnick as CEO, with ownership stake in the agency, effective immediately.

Ari Rollnick is the founder of kabookaboo, a digital-first marketing agency based in Miami, FL. Rollnick has been CEO there for the last 20+ years, serving many of the world’s largest and most respected brands, including Ally, Anchor Brewing, Anthem Healthcare, Burger King, Cleveland Clinic, Constellation Brands, E&J Gallo Winery, Ritz Carlton, and more.

“Affinity’s unparalleled brand development expertise and exceptional design creativity is well established in the marketing community,” remarked Mr. Rollnick regarding his new role as Chief Executive at Affinity Creative Group. He further commented, “Being welcomed into this established firm to further enhance their digital marketing efforts and optimize overall agency operations is a true honor.”

Initially, Affinity and kabookaboo will operate as a strategic alliance, with Ari Rollnick overseeing both firms to leverage complementary skill sets and service offerings. With Rollnick’s digital acumen, agency experience, and inspiring leadership style, the Affinity team is confident in bringing the two best-in-class agencies together, offering outstanding branding, packaging, design, content development, and digital marketing capabilities to marketers of all stripes. Both firms sharp focus on the wine and spirits categories adds up to a combined roster of over 250 brands, with a shared ‘collaboration-first’ orientation, and an enhanced nationwide client base. Affinity’s West Coast presence will undoubtedly benefit by adding kabookaboo’s East Coast footprint, and vice versa.

“Working closely with co-founders John Swain and Dave Miller, along with Managing Director Ed Rice, is an opportunity I could not pass up. These gents have incredible character, integrity, and vision. Working together, I have no doubt we will lead this talented agency to even greater heights.” – Ari Rollnick, CEO, Affinity Creative Group.

Dave Miller, Affinity Creative Group co-founder, commented, “Ari brings a remarkable level of enthusiasm, energy, and passion! His work ethic is unmatched, and we are excited to have his leadership skills applied to the Affinity / kabookaboo Alliance.”

With Mr. Rollnick leading both agencies, the alliance will deliver heightened creativity, increased efficiencies, and enhanced success for marketing professionals in today’s ever-changing, challenging, and demanding business landscape. Ari Rollnick’s executive management team at Affinity will include Mr. Rice, a 30+ year industry executive with past leadership roles at Landor Associates and George Lucas’ THX, and Lauren Alamo, the current VP of Digital Marketing at kabookaboo, responsible for day-to-day management.

John Swain, Affinity Creative Group co-founder, exclaimed, “We couldn’t be more excited to welcome Ari Rollnick to our leadership team as a partner and CEO of Affinity Creative Group. Ari brings strategic digital marketing know-how, cross-discipline expertise and executional experience that will really move the ROI needle for our clients. Combined with our award-winning creative and account teams, we’ll now deliver even more effective integrated marketing programs for our clients.”

Function meets flavor is the biggest trend in today’s beverage industry. And with summer ramping up, consumers are looking to fill their fridges and stack their coolers with smarter, better, tastier drinks.

It’s no secret the health and wellness beverage category is one of the fastest-growing markets in the world. Now more than ever, consumers are thirsty for health-forward, sustainably made, beautifully packaged beverages that are not only better for you, but better for the earth, too.

Here are five brands that consumers can’t get enough of—and we can’t, either.

Olipop

A completely reimagined form of soda, Olipop is a flavored tonic without the spoonful of sugar from your childhood. Produced by a team of human gut microbiome researchers, Olipop uses a combination of plant fiber, prebiotics, and botanicals that are naturally sweet, so while the toxic ingredients historically found in soda are eliminated, consumers won’t feel they are compromising on flavor.

Depending on the flavor, each 12 oz. can contains 35 to 50 calories, 2 to 5 grams of sugar, and 9 grams of fiber. They’re perfect for those who lead an active lifestyle or who simply want a healthy–and delicious–go-to drink they’ll actually enjoy, making them frequent flyers in our fridge. Plus, we love Olipop’s retro-chic packaging design that nods back to the vintage colas of yesteryear – featuring the Windsor font popular in the 1970’s and simple illustrated ingredients that make flavor identification easy.

De Soi

Aperitifs are all the rage lately, but what about non-alcoholic aperitifs? Leave it to co-founder Katy Perry to produce a ready-to-sip, pre-dinner delight in both can or bottle form, packed with naturally derived botanicals. In such a highly saturated celebrity-owned beverage market, Perry is truly changing the game with her non-alcoholic spin, relying on ingredients like green tea, passion fruit, maca, and lemon balm that are all loaded with vitamins and offer stress-relieving benefits.

You won’t find any artificial colors or flavors, and one glass contains just 35 calories and is vegan and gluten-free. Not up to finishing the whole bottle in one sitting? We love that we can simply reseal the cap and enjoy it within a week’s time for optimal bubbly flavor.

And with its French New Wave cinema-inspired design using colorful, poppy, abstract shapes to represent the core botanicals, you’ll want to keep it on display for the ultimate cool bar cart aesthetic.

KYLA Hard Kombucha

The latest in health and wellness? Digestive health. Simply put, probiotic drinks are flying off the shelves, and for good reason. Boasting benefits like defense against infection, weight loss, and improved gut health, fermented drinks pack a nutritional punch, taste great, and in some cases, even offer a bit of a buzz.

So when it comes to hard kombucha, KYLA Hard Kombucha has it all. With only 3 grams or less of sugar, this gluten-free recipe is 100% vegan. These distinctive hard cocktails are packaged in slim, elegant cans, adorned in sophisticated colors, evocative of a trip to the Riviera, while signaling the delicious flavor combinations, e.g., Lemon Verbena Drop or Pom Pom Collins. Brewed in Oregon, their craft cocktails and kombucha are produced by a team with over 30 years of fermenting experience—a background consumers can trust.

Dune

Good for you, good for your skin. Dune is a one-of-a-kind beauty elixir that makes the connection between skin and a healthy gut—in equally beautiful bottles. With carefully crafted formulas of fruits, botanicals, and natural plant extracts, these all-natural superfoods are packed with antioxidants that aid in hydrating skin, reducing stress, and building immunity.

Dune drinks are lactose-free and gluten-free, and contain just 17(!) calories, 4 grams of net carbs, and 2 grams of sugar. As busy professionals constantly balancing the hustle and bustle of daily life, we turn to Dune to help us take a moment to center ourselves, all the while reaping its skin- and gut-healing benefits. A win-win.

Freshie

Freshie keeps it real. That is, with real tequila and other real, fresh ingredients like lime juice, sparkling water, and agave. And that’s it. While we love Freshie for its short, simple ingredient list (a quality consumers love, too), we appreciate their commitment to all-organic ingredients like their sustainably farmed and solar-energy distilled agave that takes over 7 years to mature before it’s ready for use.

Freshie also boasts the other attributes that consumers seek (non-GMO, gluten-free, and less than 100 calories), making it an easy sell for tequila and cocktail lovers looking for a healthier sipper this summer.

Although Freshie is not yet nationally distributed, if it is in your market, it cannot be missed. Inspired by the iconic and colorful ‘Visit Mexico’ tourism campaign, the bold Freshie logo sports a similar color palette, looking both festive and refreshing.

Ready to crack open a bottle (or can)? Let’s raise a glass and cheers to a healthier, tastier summer! Be sure to follow Affinity Creative Group on social media to stay up to date on the latest trends we’re spotting and exciting brands that we can’t wait to share.

MARE ISLAND, CA – Are you a ‘Dirty Minded’ wine drinker? Raventós Codorníu certainly hopes so. This global and historic producer of fine wines engaged Affinity Creative Group to devise and develop an eyebrow-raising and distinctively differentiating name, positioning, and package design for their latest California grown wine label.

So, why ‘Dirty Minded’? Simply put, dirt matters. The natural soil processes working beneath the surface of the earth, enrich and invigorate our vineyards in myriad ways that we’re only now just beginning to understand. This realization goes beyond the concept of terroir—it’s recognizing there is a complex ecosystem of interconnected elements, organisms, and other factors of positive influence on the rootstocks, the vines, and the fruit, which ultimately result in producing an outstanding wine drinking experience.

The Raventós Codorníu California leadership team intended to project an attention-getting, modern positioning, and essence for this new-to-world brand. Given Millennials and Gen Z penchant for honoring the environment, this focus on the importance of the soil, along with a fun, memorable, and cheeky brand name, forms the perfect expression for this new wine.

The Affinity team developed the brand positioning, name, and essence simultaneously in a series of collaborative client work sessions. After numerous rounds, Affinity generated “Dirty Minded,” which was boldly embraced by the client as not only underscoring the concept but also serving as an edgy and clever double entendre.

The name is accompanied by a striking and distinct design, with bold abstract shapes that form an alluring silhouette. Affinity’s use of vibrant colors not only cue varietal selection—they subtly relate to the brand owners’ Barcelona heritage. They also deliver a strong shelf impact with a distinctive brand presence. The design is unapologetically contemporary, supporting a classic black brandmark with gold drop shadow, silkscreened and embossed.

Mike Jackson, President, North America at Raventós Codorníu, remarked on the outcome, “We couldn’t be more pleased with the result from the Affinity team. They really listened and delivered the perfect balance between classic and edgy with maximum shelf presence. They saw our project through every step of the way––from our first initial kick-off meeting to the final label printing press check.”

Dirty Minded 2020 Sauvignon Blanc, which retails at $14.99, is now available at retailers across the U.S., with Cabernet Sauvignon set to hit shelves in May.

About Raventós Codorníu: This firm is the oldest company in Spain and the 17th oldest in the world. It is based and founded near Barcelona in the town of Sant Sadurni D’Anoia, and has more than 460 years of winemaking history dating to 1551. Raventós Codorniu has since grown to include emblematic wineries in the top regions of Spain, Argentina, and California. For more information about Raventós Codorníu, please visit: raventoscodorniu.com/en.

About Affinity Creative Group: From our unique creative campus along historic officer’s row on Mare Island, California, Affinity Creative Group provides strategic, distinctive, and effective brand design, digital media, and retail activation marketing services, particularly for wine, spirits, and other luxury categories. Affinity helps clients of all sizes connect with consumers at the early, essential moments of contact or points of ‘brand touch.’ For more information about Affinity Creative Group, please visit: affinitycreative.com or call 707.562.2787.

Media Contact: Carolyn Schwartz, Marketing Manager, carolyn[AT]affinitycreative.com

Patco Brands, a family-owned and operated adult beverage company known for its innovative drive, engaged Affinity Creative Group to project attitude, whimsy, and memorability for a new concoction in the spirits aisle, Doughball Whiskey. Given the recent explosive growth of flavored whiskeys, this nimble producer of niche brands knew they were on to something with a cookie dough flavored whiskey. The challenge: How to quickly communicate this unique offering in an increasingly crowded category. 

Affinity Creative Group, an award-winning branding and design agency specializing in wine and spirits, located on Mare Island, California, created a pudgy, lovable, and regal bulldog to serve as an icon and portray the emotive essence of the brand. Combined with bold letterforms for the brand name and positioned on a big round field of ‘dough,’ this is a packaging design that can’t be missed. On the retail shelf or behind the bar, this quirky, distinctive, and high-impact label is visible from a mile away. 

Whether gulped as a shot or enjoyed in a cocktail, Doughball is anything but boring. The team at Affinity Creative developed a package in kind, with an insider vibe and energy, while projecting authentic whiskey cues to support a premium price point. The total package captures grins, invites trial, and encourages customers to ‘unleash’ their sweet side. 

About Patco Brands: Patco Brands is a family-owned and operated import, distribution, marketing, and sales company. Visit patcobrands.com for more information.

About Affinity Creative Group: From our unique creative campus, along historic officer’s row on Mare Island, California, Affinity Creative Group provides brand design, digital media, and retail activation marketing services, particularly for wine, spirits, and other luxury categories. Please visit affinitycreative.com for more information.

As the pandemic continues, it’s evident that consumer behavior within the wine and spirits industry has drastically changed, forcing brands to reimagine the way they connect with their audience.

From the acceleration of trends that were already gaining traction, such as increased digital adoption, to emerging behaviors like the rising focus on sustainability and health, adult beverage packaging design is adapting to these trends. Both emerging brands and established players can find success by catering to three key trends: Digital adoption, values-based purchasing, and the health-conscious consumer.

Digital Adoption

Digital fluency is now imperative to everyone looking to access goods and services—and that includes purchasing our favorite beverages. The pandemic-related closure of bars, restaurants, and tasting rooms led a surge in online purchasing that shows little sign of abating. Adult beverage brands that relied on in-person experiential marketing had no recourse but to develop digital offerings—and find new ways to stand out amid the competition.

This adjustment led to an evolution in wine and spirits packaging design, as brands sought new ways to connect with consumers digitally. In addition to designing for retail shelves, designers now must ensure that packages perform well on screen. Considerations such as how a product will photograph and how that product photography will render in a one-inch thumbnail image on an iPhone is now equally important as “shelf pop.”

But that’s not all: The shift to a digital shopping experience has also led to a greater focus on secondary packaging. Adult beverage brands successfully navigating pandemic-related behavior changes understand that the consumer experience doesn’t stop at the screen. Each point of contact is an opportunity to captivate and generate brand affinity. Reinforcing an online purchase with a phenomenal unboxing experience is essential for luxury brands and a best practice for any brand. Whether it’s a unique box design or the addition of value-added elements included with the product, the consumer experience should be carefully curated from start to finish.

Values-based Purchasing

The pandemic amplified concern around climate change and the environment, bringing more awareness on where food and beverage brands source their products. In 2020, when grocery store shelves were sparsely stocked, food security and associated interest in a sustainable food system entered the mainstream conversation.

Brands entering 2022 with eco-conscious messaging are winning. Consumers are seeing lighter-weight bottles that help reduce shipping-related fuel consumption, less metallic foil to minimize the associated metals and plastic waste from manufacturing, and the use of alternative packaging formats such as aluminum cans, aseptic packs like Tetra Pak, and boxed wine on the shelf.

According to The Environmental Protection Agency, aluminum cans have 68% recyclable content and are a more environmentally friendly packaging alternative. Boxed wine represents good value, is recyclable, and comes with the added benefit of keeping wine fresh for up to six weeks.

Health Awareness: The Health-conscious Consumer

With a heightened focus on wellness and nutrition, the pre-COVID rise in “better for you beverages” continues to accelerate throughout the pandemic due to the health benefits and low-calorie options. Pioneered by the popular White Claw hard seltzer, consumers prefer having a light adult beverage option that doesn’t add to the waistline.

A better for you beverage needs to communicate quality, value, and key selling points on the package design, such as reduced alcohol content, a gluten-free or vegan product, or other attributes and benefits. Brands need to rely on their products’ quality ingredients and taste to stand out from the competition.

What does this mean for wine and spirits design?

Wine and spirits packaging design needs to communicate both the brand essence and product attributes with precision, clarity and a compelling message that resonates emotionally with consumers. Today, adult beverage design is a delicate balancing act of ensuring all the relevant information is easily accessible while also conveying personality, value, quality, and the ability to stand out on both the screen and the shelf. Brands that take steps to create design solutions that speak to all of the above will find themselves well-positioned for 2022 and beyond.

Do You Need Help Developing New Packaging Design?

The expert team of talented designers and consultants at Affinity Creative develop on-target brand identity strategies, build competitive brand portfolio architectures, and craft custom package design systems that make our clients stand out. If you need help updating your brand identity or the look and feel of your product packaging, learn how we can help add value to your efforts by getting in touch today!

About The Author: Cynthia Sterling led Sterling Creativeworks for 24 years before merging her talents with Affinity Creative Group. As Creative Director, Cynthia spearheads an exceptional team of industry-leading branding and packaging experts in building stand-out brands for leading wine, spirits, and food producers.

What Is 360° Marketing?

When it comes to strategizing and executing a 360° marketing campaign, where do you begin? Or better yet, what the heck does 360° marketing even mean? In an industry already laden with terminology, do we really need one more buzzword? Maybe it’s fair to say we’re all suffering from marketing jargon fatigue, but in a world where sales equals success, the results of a well executed 360° campaign speak for themselves.

360° marketing is an integrated campaign with one cohesive message spread across multiple touchpoints of customer contact. That may not sound much different from your ongoing efforts, however a 360° campaign drives one unified message in support of a core objective and is built on a foundational strategy that encompasses a variety of channels to reach specific audience segments.

In this blog, we’ll show you how we strategized and executed a 360° marketing campaign for Purple Brands’, Redwood Empire Whiskey, illustrate why it generated real results—and more importantly ROI—and give you actionable insights into how to build your own successful 360° campaign.