Building a Brand Around An Environmental Focus

The True Myth brand that’s part of the Baileyana Winery portfolio revolves around showcasing and appreciating the diverse soil and natural terrain of California’s Central Coast.

That philosophy figures heavily into the messaging of the San Luis Obispo, California winery’s marketing campaigns.

“The True Myth consumer is very much concerned about the sustainability and environmental practices of the brands they love as this aligns with their own personal values,” Jeff Ngo, Senior VP of WX Brands, told Vintner Magazine. “For True Myth, we have a deep respect for the land, and we actively seek out sustainable vineyards to grow our grapes. This appreciation for sustainability is something we see reflected in those who purchase our wines.”

True Myth’s recent announcements includes the creation of its “Into the Wild” program and a related partnership with environmental non-profit Outdoor Alliance.

Outdoor Alliance’s core mission is to unite the voices of adventure enthusiasts to protect outdoor recreation and conserve America’s public lands. True Myth has donated $10,000 to Outdoor Alliance which will directly support campaign and policy work on public lands across the US.

The partnership with Outdoor Alliance involves a social media sweepstakes running through April 30 that offers people the opportunity to win prizes that include an outdoor getaway to California’s Central Coast and a visit to Baileyana Winery.

“Into the Wild” officially launches this month and more announcements involving it are planned, Ngo said, adding that partnerships would be extended to “influential, environment-driven non-profits” to expand on the brand’s commitment to preserving nature.

“Specifically, this fall the brand will create a program centered around the Monarch butterfly and its annual migration back to the Central Coast, True Myth’s home,” Ngo explained. “With this program, True Myth will join with a selected non-profit that is focused on the preservation of the Monarch butterfly – together we will create opportunities to build awareness and offer our consumer the chance to take part in conservation efforts.”

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