When you think of great wine, Missouri may not spring to mind. But the state has its own rich wine heritage, including sending industry-saving rootstock to France when disease ravaged French vineyards in the 1860s. Nevertheless, Missouri wines are often perceived as lower quality. We developed a new brand identity and campaign to help change this mindset, enticing visitors to visit Missouri’s 50+ wineries, sample the wines, and create memories with friends. The result? Increased visitor numbers and sales, transforming the perception of Missouri wine.