Market Tested Flavor
A grape-based Soju available in three naturally flavored varieties, crafted for the way Gen Z actually drinks.
A grape-based Soju available in three naturally flavored varieties, crafted for the way Gen Z actually drinks.
Positioning and Claims
High-alcohol, low-fuss, and deliciously real — YUMI is built on the idea that younger drinkers deserve better than watered-down alternatives.
High-alcohol, low-fuss, and deliciously real — YUMI is built on the idea that younger drinkers deserve better than watered-down alternatives.
Social-Native Launch
Introduced to market through a channel-first strategy designed to meet Gen Z where they already spend their time.
Introduced to market through a channel-first strategy designed to meet Gen Z where they already spend their time.
As Gen Z began coming of legal drinking age, Gallo needed a credible way to meet them — not chase them. Through category research, we identified accelerating growth in the Soju space as a genuine opportunity: a format younger consumers were already gravitating toward, with room for a brand that felt authentically crafted rather than manufactured for the moment.
YUMI launched as a high-alcohol, naturally flavored grape-based Soju — delicious by design and built for a generation with high standards for what they put in their bodies. We rolled out across six states as a strategic test, using channel performance and consumer response to shape the path toward wider expansion in 2026.
As Gen Z began coming of legal drinking age, Gallo needed a credible way to meet them — not chase them. Through category research, we identified accelerating growth in the Soju space as a genuine opportunity: a format younger consumers were already gravitating toward, with room for a brand that felt authentically crafted rather than manufactured for the moment.
YUMI launched as a high-alcohol, naturally flavored grape-based Soju — delicious by design and built for a generation with high standards for what they put in their bodies. We rolled out across six states as a strategic test, using channel performance and consumer response to shape the path toward wider expansion in 2026.
Client
GALLO WINES
DELIVERABLES
BRAND, DESIGN, STORYTELLING, COPYWRITING,
GTM PLAN
Year
2025
Role
creative direction, strategy, identity
YUMI Spiked Fusion
PRODUCT INNOVATION: GEN Z HIGH ENERGY