Independent agency Venables Bell + Partners has launched a new integrated brand campaign for SIMI Winery entitled, 'Goodness from Grit'. The campaign tells the incredible untold story of the winery’s fearless leader, Isabelle Simi. A woman pioneer in Sonoma winemaking, Isabelle overcame personal tragedy to successfully lead and grow her family’s winery through the Prohibition; opening the company’s first tasting room in Sonoma Valley in 1934 during a time when other wineries were struggling to survive after a decade of legalised temperance. She continued to develop the business and set its highly successful course for over 70 years. 'Goodness from Grit' celebrates the connection between hard work and excellent wine by chronicling Isabelle’s challenges and ultimate triumphs that led to the success of the SIMI brand today. A timely message for those who share her same spirit, the new campaign cuts against an industry that has been defined by cliches of leisure and luxury.
