Companies Reunite, Building on Decade-Long Relationship from the 1990s
GUERNEVILLE, Calif. (June 3, 2024) – Korbel today announced it has chosen Carmichael Lynch as its new brand and media agency of record, which includes strategy, creative, social, media and brand activation, effective immediately. The nationally recognized California champagne producer will work with the full-service agency to refresh its brand positioning and expand its reach. The appointment follows a national agency review process managed by AAR Partners.
“I’m excited about our reunion with Carmichael Lynch. They helped us market the brand successfully in the past and they delivered on insight-based strategies to take us into our next chapter,” said Gary Heck, President, Chairman and Owner, Korbel. “It was clear in the pitch they are a strong strategic and creative partner as we look to break out in a crowded category and expand ways to celebrate.”
Korbel California Champagne is one of the oldest and most recognized champagne brands in the U.S. The new collaboration comes at a time when champagne and sparkling wine sales have lost some of their pop after a surge spurred by the end of COVID lockdowns.
“Korbel has a unique opportunity to lean into the changing way that people are celebrating today to reach new audiences that may not have the California champagne top of mind,” said Julie Batliner, President, Carmichael Lynch. “We’re looking forward to helping them stand apart from the category through cultural moments showing the less stuffy and more bubbly side of champagne the way only Korbel can.”
Carmichael Lynch offers a collaborative, holistic approach to marketing, media and creative strategies to help brands stand apart. Its work has been heralded by international award shows. They’ve earned Adweek Media Plan of the Year seven of the past 10 years. And its company culture has resulted in a multitude of honors, including a seven-time honor of Ad Age’s Best Places to Work, including in 2024. Carmichael Lynch Inc. is owned by the Interpublic Group of Companies Inc. (NYSE: IPG), New York.
About Korbel Champagne Cellars
Established in 1882 in Sonoma County’s Russian River Valley, Korbel® California Champagne produces the United States’ most popular méthode champenoise champagne. The true measure of Korbel’s success during its 142 years can be seen in the impact it has had on American consumers and its presence at various celebrations throughout the years. Owned and managed by the Heck family since 1954, Korbel currently makes eleven California champagnes and a limited amount of still wine. In a separate facility, Korbel also produces one of the country’s most respected brandies.
