Rabble Wine Company
Social Media & Marketing Strategist and Brand Manager for a direct-to-consumer wine brand focused on modern lifestyle positioning.
The Ask
When Rabble Wine Company first reached out, they were looking for help developing a digital marketing strategy and building a social media presence, as the brand had little to no activity in digital channels at the time.
They also asked for guidance on how to stand out in a largely traditional wine industry that had been slow to adopt lifestyle-driven digital storytelling, and wanted recommendations on positioning Rabble as a more digitally forward, purpose-driven brand through storytelling, technology, and environmental leadership.
The Solution
I built and implemented a long-term digital marketing strategy designed to elevate Rabble beyond a traditional wine company and into a distinctive lifestyle brand. Through this work, Rabble quickly gained recognition not only within the wine industry but also as a forward-thinking brand redefining how wine companies connect with modern consumers.
Key Initiatives
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Building Rabble’s social and digital presence from the ground up, establishing a clear brand voice and community-driven strategy.
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Positioning Rabble as a disruptor in the wine industry, using bold storytelling and the brand’s mission to cut through category noise.
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Highlighting Rabble’s pioneering use of Augmented Reality, which allowed consumers to scan wine labels and experience interactive stories connected to the four core elements: earth, fire, water, and wind.
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Amplifying Rabble’s sustainability commitments, including becoming a Certified B Corporation, joining 1% for the Planet, practicing regenerative farming and biodiversity, and supporting reforestation through partnerships such as One Tree Planted.
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Developing and championing the brand movement #DrinkDifferently, which became a central message driving Rabble’s identity, community engagement, and marketing strategy. Later turned into Drink Differently with wines made in collaboration with Mother Nature: after all, we see what is depicted in each of our labels when Mother Nature’s elements go ignored.
70,000
Trees Planted
Earth Month Campaign Animation
An animated campaign recap developed for Rabble Wine Company’s Earth Month initiative. During April, a tree was planted for every bottle sold online, reinforcing the brand’s commitment to environmental impact.
Rabble Rosé AR
Augmented Reality Experience
An immersive Augmented Reality experience created to bring the Rabble Rosé label to life. Through custom, written narrative and voiceover, the story centers on a mermaid mermaid embodying the power and unpredictability of nature when she goes ignored.
The Results
Within two years of establishing Rabble as a lifestyle-driven digital brand, the company was acquired by O’Neill Vintners & Distillers in 2020. I continued working with the brand under new ownership through 2025, supporting multiple phases of growth while expanding its digital presence, audience, and cultural partnerships.
During this period, Rabble’s social audience grew organically from roughly 500 followers to more than 6,000, while collaborations with organizations such as Art Basel and One Tree Planted helped align the brand with both cultural and environmental initiatives. These efforts contributed to establishing Rabble as a more visible, digitally forward wine brand within a traditionally marketed industry.
Audience Growth
Acquisition Outcome
Brand Positioning
Strategic Partnerships
“You will find no individual out there with more heart for the Rabble brand than Sierra.”
— Rob Murray | Founder CEO | Rabble Wine Company