gratsi set out to rethink boxed wine, pairing premium washington state wines with sustainable packaging and a brand inspired by the simple, social rhythms of mediterranean life. as the direct-to-consumer wine brand expanded into retail, our work focused on challenging perceptions of the boxed wine category through strategic media relations, founder storytelling, and business and lifestyle positioning. the work brought gratsi’s unconventional approach to a national audience, with coverage spanning the brand’s rapid growth, retail expansion, sustainability, and its ambition to redefine premium boxed wine.