CASE STUDY
How Bonterra Organic Estates Successfully Navigated a Brand Expansion
The SightX Impact
Collect Feedback Across Key Audience Segments
Refined Packaging and Messaging to Match New Positioning
Used NPS and Purchase Intent Data to Pick the Top Design
Overview
Bonterra Organic Estates, formerly known as Fetzer Vineyards, is the leading organic vineyard in the U.S. and a pioneer of regenerative viticulture. As a certified B Corp with a diverse portfolio—from canned bubbles to single-vineyard wines—Bonterra is known for quality and sustainability.
When launching a new product line, the brand team needed to refresh packaging and messaging without compromising the legacy they’d built. Partnering with SightX, they connected with current and potential customers to validate design directions, refine messaging, and align with evolving brand positioning—ensuring the new launch resonated with their audience and stayed true to their values.
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New Tier, Same Roots
Bonterra’s Delicate Brand Expansion
Bonterra Organic Estates was preparing to launch an ultra-premium tier of wines—designed to showcase the pinnacle of regenerative organic winemaking. To support the launch, their brand team needed to develop a new portfolio design strategy, including packaging and messaging that would resonate with a new audience while staying true to the brand’s core identity.
As the #1 organic wine brand in the U.S. and a well-established industry name, Bonterra knew they had to strike a delicate balance: appealing to a new segment without alienating loyal customers. It’s a common challenge for brands pursuing expansion or rebranding efforts.
While syndicated data had served them well in the past, this high-stakes launch required something more. Bonterra needed direct consumer feedback on packaging and messaging concepts, alongside first-party data on purchase behavior and perceptions of key competitors.
Brand Expansion
Fine-Tuning with SightX
Using SightX’s concept testing tools, Bonterra partnered with research consultants to design a study that compared multiple packaging options while allowing for deep dives into each one. Heatmaps offered detailed feedback on creative elements, while NPS questions linked to positioning statements helped evaluate brand fit.
With SightX’s campaign functionality, the team seamlessly launched the survey to three key audiences: current Bonterra customers, lapsed customers, and new consumers aligned with their target profile. Best of all, each audience's responses were viewable in a single project dashboard—making it easy to analyze results individually or side-by-side across all SightX analytics features.
From Concept to Shelf, Fast
Optimizing Packaging and Messaging with SightX
The SightX platform gave the Bonterra brand team the insights they needed to launch their new product tier with confidence.
To explore their three target segments, all Bonterra needed to do was filter their data by campaign. This enabled them to quickly examine and compare respondents’ concept preferences, purchase intent scores, and overall sentiments towards the portfolio’s messaging and creative. Using those purchase intent scores and detailed feedback from their heatmaps, they were able to select and perfect a winning packaging concept.
By harnessing their NPS data, the brand team honed in on the ideal messaging to pair with their design.
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