SAMARA

A wine label crafted from a seedling.

The ASSIGNMENT

The wine department at Maple & Ash has partnered with a renowned vineyard, Emerson Wines, to create a collection of exclusive, custom-crafted wines. Led by the head sommeliers from Maple & Ash Chicago, Maple & Ash Scottsdale, and Monarch Dallas, this initiative showcases the expertise and creativity of our sommeliers, each of whom has blended their own unique cuvée to be featured in our restaurants. With four distinct blends now ready for release, this project marks a significant milestone for our wine team. Now, our marketing team is excited to take the reins and share this exceptional new offering with our guests, celebrating the collaboration and craftsmanship behind every bottle.

The solution

Develop a comprehensive go-to-market strategy to launch and promote Maple & Ash’s new exclusive wine blends. This involves creating a cohesive storytelling element to highlight the brand’s identity and the craftsmanship behind the wines, both in-restaurant and online. I will focus on implementing promotional strategies in our restaurants to excite guests and encourage them to try and purchase the new wines. Additionally, I will lead the creation of an online campaign to expand the label’s reach, utilizing stylized content and imagery that captures the essence of the label. Part of the strategy includes creating custom collateral for gifting opportunities and identifying key guests, high spenders, and influencers to collaborate with, ensuring our wines reach the right audience and are positioned as a premium offering.

SAMARA

A Vision of Growth and Innovation

At Maple & Ash, we believe that wine is more than just a complement to fine dining—it is an art form, a conversation, and a shared experience. The Samara wine label was born from our desire to showcase the incredible talent and unique perspectives of our sommeliers, while also creating something truly special for our guests.

Inspired by the Samara seed—the small, winged seeds that grow into strong maple trees—this project represents the growth of new ideas, new experiences, and a deepened connection to the world of wine. Samara is the first private label wine from Maple Hospitality, and it embodies our commitment to craftsmanship, creativity, and the art of winemaking.

Why Samara Was Created:

Meet the Team