We are absolutely thrilled to announce that Grit Agency has been named a finalist for Best Social Media Campaign in the highly prestigious The Drinks Business Awards 2025! This incredible honor recognizes our innovative and impactful work with the iconic McBride Sisters Collection for their national campaign, “Escape with Flavor / Seaside Escape.”
A Nod from the Industry’s Best
The Drinks Business Awards are a globally recognized benchmark for excellence, celebrating creativity, innovation, and achievement within the international drinks industry. To be shortlisted among esteemed peers is a testament to our team’s dedication to crafting compelling narratives and delivering exceptional results for our clients. This nomination specifically for “Best Social Media Campaign” underscores our commitment to leveraging digital platforms to create deeply engaging and visually stunning brand experiences.
Partnering with Trailblazers: The McBride Sisters Collection
Our collaboration with the McBride Sisters Collection, the largest Black-owned winery in the United States, has been a source of immense pride and inspiration. Founded by sisters Robin and Andréa McBride, their story is one of passion, resilience, and a commitment to breaking barriers in the wine world. It was an honor to partner with such a trailblazing brand to bring their unique ethos to an even wider audience.
The Vision: “Escape with Flavor / Seaside Escape”
The “Escape with Flavor / Seaside Escape” campaign was conceived to vividly bring the McBride Sisters Collection brand to life, specifically targeting the adventurous, sophisticated, and “cultured girlfriend” demographic. We chose the dramatic and undeniably breathtaking backdrop of coastal California’s Garrapata State Park in Big Sur as our canvas. The raw, untamed beauty of this location perfectly mirrored the bold and authentic spirit of the McBride Sisters brand.
Crafting an Immersive Narrative
Our approach was rooted in creating a “visually intoxicating narrative.” This involved a meticulously planned photoshoot where every detail was considered. Key to this immersive experience was:
- Authentic Inspiration: Capturing co-founder Robin McBride’s genuine connection to the rugged Big Sur landscape and the invigorating ocean air, infusing the campaign with her personal passion.
- Embodying the Consumer: Featuring talent who flawlessly mirrored the target “cultured girlfriend,” authentically enjoying the wines against these awe-inspiring vistas, making the aspirational accessible.
- Dynamic Content: Producing a series of captivating short-form videos and evocative, shareable still imagery designed to transport the audience directly to the heart of the California coast. We wanted them to feel the breeze, see the dramatic cliffs, and almost taste the wine.
Impact and Acknowledgment
The campaign aimed to offer more than just product promotion; it was about curating an aspirational lifestyle, directly connecting the McBride Sisters Collection with their ideal consumer in a way that was both visually stunning and deeply engaging. Every interaction was designed to feel like a personal “seaside escape.” Being named a finalist by The Drinks Business Awards for this work is a powerful validation of our strategic approach and creative execution.
Looking Forward
We are incredibly grateful to the McBride Sisters Collection for their trust and collaboration on this project. This nomination is a shared success, reflecting the passion of both our teams. We also extend a huge thank you to the dedicated Grit Agency team whose creativity and hard work brought this vision to life.
We eagerly anticipate the results of The Drinks Business Awards and are honored to be recognized for a campaign that truly embodies our commitment to impactful, authentic, and visually compelling storytelling.
