A brand-new winery in Placer County opened its Newcastle tasting room in 2024 with world-class wine and zero audience. Paid social and influencer campaigns introduced the right people to a place they did not know they were missing.
“Two Trees took the time to understand our brand, that translated into the most thoughtful campaigns that connected our perfect clients to our tasting room.”Tami Thompson, Lecavalier Cellars
Lecavalier Cellars was founded by friends and neighbors in Penryn, California, with backgrounds in aerospace engineering, medicine, and education, on a mission to revive Placer County's viticultural past while embracing innovation. Their wines are crafted by a winemaker with 25 years of luxury Napa Valley experience, in a region that once held more vineyards than Sonoma and Napa combined.
The winery opened its Newcastle tasting room in May 2024, pouring wines from some of California's best vineyards alongside fruit from its own Sierra Foothills estate, served in patented recyclable bottles of their own design.
A new tasting room has a problem no established winery faces: nobody knows it exists. Lecavalier had exceptional wine, a compelling founding story, and a location conveniently off I-80, but weekends were quieter than the product deserved.
The audience was out there, wine lovers across the Greater Sacramento region, the Bay Area, and the Tahoe corridor, but reaching them meant campaigns precise enough to find people who drive for a good tasting, not just people who like wine photos.
We built paid social campaigns around what makes a tasting visit-worthy: the wines themselves, promotions like limited-time offers designed for clarity and conversion, and the story of a winery founded by engineers who redesigned everything from the equipment to the bottle.
Influencer partnerships added the ingredient paid ads cannot buy: trusted local voices showing their audiences a real visit, the pour, the patio, the drive, turning an unknown tasting room into a place people had already half-experienced before booking.
Every campaign pointed at one measurable action: reservations for the tasting room, tracked end to end.
The campaigns connected Lecavalier's ideal visitors, people who treat a tasting as a destination, with a tasting room they had not heard of a month earlier, and the quiet weekends filled.
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