Before we started our winery, we had no experience in the wine business. So, when starting our winery, it was evident that we needed to engage the customer on a more personal level. We needed to not just sell wines but to tell authentic stories to help form a community around our winery. We decided on a multi-brand marketing strategy — each brand telling a personal story. These stories would help form a bond between our customers and us; and the more personal the story, the more meaningful the bond.
We loosely define our label naming conventions this way: all wines made with Rhone varietals (Syrah, Grenache, Mourvedre, Viognier) get Latinate and scientific names; all white wines (Riesling, Chardonnay) get musical or poetic names; and all wines made with Bordeaux varietals (Cabernet Sauvignon, Merlot, Cabernet Franc, Petit Verdot) get whimsical names.
The labels, the stories, and the wines are part and parcel of what makes Rasa unique. They are part and parcel of experiencing our wines.