🍷 The Prisoner Wine Co. “Makery Experience” 🍷

Background: Prisoner Wine Co. changed the perception of what a red blend could be. It broke the rules in Napa as one of the most creative, bold, and innovative wine brands in the market.

Idea: Makery Experiences connected Prisoner’s story of creativity with local artists and artisans. These one-time unconventional tasting experiences were hosted in cities across the country to celebrate local makers, their craft, and their close-knit communities. We partnered with the makers themselves to plan, organize, spread the word and add local flair.

Results: Prisoner achieved a cult-like following and led the resurgence of California luxury red blends.
🤑 And they made bank. 🤑 Huneeus Vintners bought the Prisoner brand in 2010 for $40 million, but PR and sales took off after the Makery Experiences,
and they sold to Constellation Brands for $285 million in 2016.

Prisoner Wine “Makery Experience” | Sizzle

A highlight reel of all the Makery Experiences: Denver, LA, Brooklyn, Austin, Miami, & Chicago

Prisoner Wine “Makery Experience” | Brooklyn

An intimate gathering to share passions and inspire NYC’s maker community atop the world’s largest rooftop farm, the Brooklyn Grange.
Featuring: Ariele Alasko, Helen Levi, Molly Oliver, a stunning mural from Flavor Paper, food from Chef Arden Lewis of Purslane and Yossy Arefi of Apt. 2B Baking Co.
Musical performances from Dave Harrington and Hamilton Leithauser.

🥳 FUN FACT: The event fell on my birthday and Hamilton Leithauser sang me ‘happy birthday’ and made the night pretty special. 🥳

Prisoner Wine “Makery Experience” | Austin

A transformation of the iconic Hotel Saint Cecelia by Austin’s most eclectic and eccentric artists and makers.
Featuring: Will Bryant, Cody Haltom, Adam Young, Joe Swec, Manik Raj Nakra, Aaron Mickalovic, Lauren Dickens and Miranda Bennet.
With Megan Emery performing live-tattoos throughout the night and a musical performance by Mother Falcon.

The Team

Agency: Roundhouse
Creative Director: Bryan Houlette
ACD, CW: Nate Totten | ACD, AD: Clay Nowak
Experiential Producer: Dominic Keska
Project Manager: Rita Badalamenti
Director of Account Service: Stacy Garnand