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Stoller Family Estate is a benchmark winery in Oregon’s Dundee Hills, known for its sustainability, pioneering spirit, and commitment to crafting exceptional Pinot Noir and Chardonnay. Spanning 400 acres, with 225 acres of vines planted in the region’s signature Jory soil, Stoller is the largest contiguous vineyard in the Dundee Hills. Their property carries a deep history—originally a turkey farm, later evolving into one of the state’s most recognized wineries.
Watson Creative was engaged to refine and elevate the Stoller brand across every consumer and trade touchpoint. From label design to interactive vineyard maps, from trade materials to retail strategies, our work positioned Stoller as not just a leading Oregon winery, but a globally recognized, sustainability-driven brand.
Stoller Family Estate has always been deeply connected to its land. Bill Stoller’s vision extended beyond making great wine—he wanted to create a legacy that would last for generations. Sustainability is at the core of everything Stoller does, from Low Input Viticulture and Enology (LIVE) certification to innovative farming techniques like solar-powered bird deterrents and mechanical herbicide-free weeding systems.
Watson Creative was tasked with bringing this sustainability story to life, ensuring it resonated with consumers, trade partners, and industry professionals. This required not only refining Stoller’s brand identity but also developing new tools, experiences, and marketing strategies that would make their commitment to the land tangible.
One of the most distinctive elements of our work was the development of interactive vineyard maps that visually connected consumers to the terroir of each bottle. Stoller’s vineyard is divided into 109 meticulously farmed sections, each contributing unique characteristics to their wines.
Watson designed a digital vineyard mapping system that allowed consumers to explore the relationship between the vines and the wines they drink. This system was integrated across multiple brand touchpoints, including wine labels that featured vineyard mapping elements to reinforce the connection between terroir and taste. Retail and point-of-purchase displays brought this story to life for trade and educational purposes. The website offered an interactive experience where users could explore vineyard sections, grape varieties, and sustainability efforts in greater depth. Trade educational materials were created to give distributors, sommeliers, and retailers a richer understanding of Stoller wines, allowing them to translate the story to consumers more effectively.
By embedding this level of transparency and storytelling into Stoller’s branding, Watson helped the winery create a deeper connection with its audience, reinforcing the authenticity of its winemaking process.
Watson’s work with Stoller didn’t just enhance brand perception—it drove measurable impact across multiple channels. Consumer engagement increased as visitors spent more time exploring the vineyard’s digital experiences. The retail footprint expanded as a result of a stronger brand presence, better trade education, and increased placements in key markets. Club membership retention grew, fueled by a more engaging and personalized experience. Trade relationships strengthened as distributors and retailers were equipped with the knowledge and tools to confidently promote Stoller wines.
“My goal is to build a business that can last for 200 years. To do that, we have to care for the land first. You only have one chance to maintain your soil and vines; treat them like they can live forever.” — Bill Stoller
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
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