The Wine That Came Home
Jovac wasn’t built from scratch. It returned. A historic winery with a real legacy—founded through collective effort, celebrated across Europe, then silent for decades—was being restored and needed a modern brand system worthy of its story. Our role was to define the narrative, structure the portfolio, and design a long-term growth roadmap that turns heritage into a premium, contemporary brand.
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The client
Jovac is a revived Serbian winery rooted in a rare, documented origin: a community-built beginning, a landmark cellar completed in 1922, and a long pause in production that created one of the strongest “revival” stories in the region. Today, Jovac is rebuilding its place through premium winemaking, terroir identity, and a destination-level experience.
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The need
Jovac had an exceptional foundation, but needed a clear market position and a complete brand framework: how to speak about the “return” without nostalgia, how to organize hero product lines, and how to build visibility and distribution without diluting premium value. The challenge was turning history into a living system—products, channels, experience, and partnerships—built for long-term resonance.
The solution
We developed a comprehensive brand and marketing strategy anchored in one core idea: “The wine that came home.” From there, we built the full architecture—hero lines (1922 flagship, Single Vineyard terroir selection, Fresh & Local lifestyle line, and the Chronology collectible set), and an innovation framework spanning narrative, spatial experience, and digital storytelling (QR/AR layers, Wine Diary, limited drops, artist collaborations). We also defined a controlled distribution model (select HoReCa, allocations by market, direct-to-consumer and club-led growth), and a PR/experience roadmap designed to position Jovac as a cultural destination—not just a winery—through signature formats like “The Night of Return,” pop-up capsule tastings, and gallery-level storytelling.
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