For nine consecutive years, Dixon Schwabl produced the state’s premier wine festival. Originally known as the Finger Lakes Riesling Festival (and later Finger Lakes Riesling & Craft Beer Festival), over time it has included even more wineries, producing more varietals in addition to the famed Rieslings. The festival also decided to give NYS craft beer brewers (participants for three years) its own distinct festival in the fall.
Thus, in 2017 the wine festival needed a new name and brand.
DS rebranded it as the New York State Wine Festival. The new name is more inclusive for all of the state’s 400+ wineries and signals to likely attendees that they’ll be able to sample even more wines.
With a singular focus on recognizing the amazing breadth of viticulture in the Empire State, the new brand conveys a definitive wine experience for attendees and producers alike.
Along with the new name, we created new event signage and a new
website, and launched extensive PR and social media campaigns.
All of the organizers’ goals were achieved. And the festival raised $15,000 for the Canandaigua YMCA and the New York Wine & Culinary Center.
Since its inception, the festival has raised more than $300,000 for local nonprofit organizations.