Sunday, December 04, 2011
Happy Bitch - A Book and a Wine - A Lifestyle Brand
Happy Bitch is an excellent example of cross promotion and brand building. You can buy the book, the ebook, the wine, the glasses, and the t-shirts. Cheryl Pesce and Debbie Gioquindo have developed Happy Bitch into a lifestyle brand they will continue to expand.
Cheryl Pesce wrote a book called Happy Bitch: The Girlfriend's Straight Up Guide to Losing the Baggage and Finding the Fun, Fabulous You Inside...
The Amazon description says: "Have you ever wondered why some women are miserable bitches and others are happy bitches? The answers might surprise you. Join Keryl Pesce as she shares her newfound perspective and strength following a painful divorce. Follow along and learn how regardless of your baggage, you too can transform your life from one of heartache and struggle to one of peace and lasting happiness. Imagine being freed from regrets of the past and worries about the future. Yes! It is possible! The truth is, it's easier than you think. You already hold the secret to happiness in your hands right this very moment."
The $15.60 paperback and the $9.95 ebook are both available at Amazon.com. The paperback is also available at Barnes & Noble.com for $13.40.
As the recent Pride of New York festival at the Saratoga Springs Art Center, festival goers could been seen sporting stickers featuring the Happy Bitch logo. Some were sporting t-shirts as well. The brand seems to be resonating with women. Certainly, this is not the first wine to use the word "Bitch" on it's label. Still, the rolling out of other products with some savvy marketing behidn it has catapulted the brand forward extremely quickly, and is an example to follow for any small winery.
The brand has used a combination of twitter, facebook, and solid internet buss from blogs and newspapers to build up a following quickly. The winemakers also used several yearly events in the Hudson Valley this past season as promotional opportunities to create brand awareness (like getting folks at one festival to taste several different versions of the wine), and allowing or inviting the public to particpate in the final blend or flavor profile. Several local winemakers questioned the move, but more than anything, it was smart, invented marketing.
The wine itself is a no lose proposition - a pink, sparkling wine, with just the lightest whiff of sweetness, much like a prosecco. It's fun, pink, and goes down easy. It's well made and well packaged, and looks great in almost any wine glass, especially a sparkling wine flute.
Happy Bitch can already be found in numerous wine shops up-and-down the valley, and has quickly created a buzz with a strong female base of devoted customers. The wines can already be found in five counties. They've done all of that in year. It's just the kind of marketing smarts the Hudson Valley and the east coast need. And it's the fun wine consumers want!