Launching Underwood's first non-alcoholic wine
Taking Underwood's first non-alcoholic product to market, from packaging and positioning to a stand-alone site and a Dry January push.
At a glance
Role: Associate Marketing Manager, Union Wine Co.
Product: Underwood Non-Alcoholic Rosé Bubbles, 355ml can
Launched: Summer 2025 · Dry January push, January 2026
Channels: Stand-alone website · Meta · TikTok · Google Search · DoorDash · email · creator seeding
The opportunity
Drinking habits were shifting. More people were cutting back, trying sober-curious stretches or not drinking at all, and they still wanted something to open at dinner or bring to a party. Underwood built its name on doing wine differently, starting with wine in a can, so a non-alcoholic rosé felt like the natural next product rather than a stretch.
The challenge was that this was a new category for the brand and a new buyer.
My role
I shaped how the product looked and spoke to the end consumer, and I ran the launch marketing. That covered packaging input, consumer positioning, the product photography, a stand-alone website, paid media, email, creator seeding and PR support.
What I did
Packaging and positioning. I gave input on the packaging and helped define how the product spoke to shoppers.
A stand-alone website. I led a dedicated site for the product, working with the same designer and developer, and the same process, as the Underwood replatform.
Photography. I planned and shot the launch imagery, covering product and lifestyle shots.
Dry January 2026 push. We went hardest in January, when the audience is actively looking for alternatives.
Paid media: Meta, TikTok, Google Search and DoorDash sponsored products.
Email: launch emails to the Underwood list.
Creator seeding: Sent product to small Instagram and TikTok creators.
