Based in the Okanagan Valley, Q&A is a premium wine project by Hollywood actor and director Jason Priestley, Winemaker's CUT proprietor Michal Mosny, and broadcaster Terry David Mulligan. With over 50 years of combined industry experience, the trio decided to embark upon a new adventure together and created Q&A.
For the launch of the brand in Fall 2022, Lithica was commissioned to develop the story behind the label, run a national media campaign that aimed at introducing Canadian wine lovers to the wines, securing press coverage, generating demand for the Q&A wines, and building positive brand reputation.
Lithica combined the star appeal of Jason Priestley, the winemaking talent of Michal Mosny, and Terry David Mulligan's intimate knowledge of the Canadian wine business with a brand story that draws focus on the founders' history with the wine industry and their connection to Okanagan's superb terroir.
Working closely with the brand's key stakeholders, we developed the key messages of Q&A and created copy for the wine labels, website, technical sheets, and press release. To support the launch, we executed a media campaign based on our understanding of the Q&A's story, wine style, price point, and target consumers. Our team distributed the release and media kit to Lithica's network of Canadian wine journalists, with a focus on national publications and Okanagan wine media.
Within the first month, this campaign resulted in product reviews and press coverage in 20+ Canadian wine publications, podcasts, trade journals, in addition to product mentions provided by social media creators. Then, in line with the release of Q&A’s white wine in Spring 2023, the project was featured on the Globe and Mail print and digital (reaching over 6 million readers every week), as well as an exclusive interview on Somm TV, a food a wine streaming network, reaching a broad high-engaged wine consumer in North America.