Table of Contents

1 Brand Book

Brand Vision 4
2 Reasons to Believe

Brand History 15
3 Product Lines and Graphics

Product Lines 24

Brand Tagline 5 Beringer Timeline 16 Product Graphics 33

Brand Essence 6 Surviving Prohibition 18

4
Pioneering Belief 7 Brand of Many Firsts 19
Style Guide
Brand 8 Wine of the Year 20

Communications & Activations 9 Mark Beringer, Chief Winemaker 21 Key Visual 39

Cultural Insight 10 The Beringer Vineyards 22 Typography 40

Core Consumer 11 Color Palette 44

Consumption Occasion 13 Logo 49

2
1
SECTION 1
BRAND BOOK

3
BRAND VISION
To be the world’s most known and loved
American winery.

4
BRAND TAGLINE
Pioneering Napa Valley since 1876.

5
BRAND ESSENCE

TRUE AMERICAN PIONEERS

6
PIONEERING BELIEF
A DECLARATION OF
SELF-DETERMINATION
We made our way to a brave new nation and carved out
vineyards from the untamed hills of California. Where
it hadn’t been done, we saw fertile ground. And when a
challenge presented itself, we rose to the occasion.

At Beringer Vineyards, to boldly push forward is not simply

an ethos; it is a living legacy, passed down from our founders
over five generations and 144 vintages. From the Western
Frontier to Prohibition, through the boom of Napa and the
bust of drought, we’ve forged our path and lived the saying
– as true today as it was in 1876 – it’s the hard-won victories
that taste the sweetest.

7
BRAND
Distinctive Assets
BB logo, Rhine and Hudson houses,
Mark Beringer
Positives
Great range of high quality wines
Rich, authentic history elevates social
occasions through storied quality
objects. I feel comfortable in my skin and believe making informed decisions is more
KEY BRAND BENEFIT
True American Pioneers
Character
Proud, Self-confident, courageous,
EMOTIONAL BRAND TRUTH(S)
sociable, authentic/real
Courage, Excellence, Determination
FUNCTIONAL BRAND ATTRIBUTE(S)
Founders Jacob and Frederick Beringer and their children including Bertha,
Jake, Otto and Martha were pioneers who helped establish the industry. Longest
continuously operating winery in California, critically acclaimed wines.
Negatives
Commercial Main & Vine and Founders’
Estate tiers that also feature the Beringer
CONSUMER INSIGHT
name and iconography
Achievement and life experiences are more meaningful than acquiring material
important than following the pack.
8
COMMUNICATIONS & ACTIVATIONS: LUXURY

Communications Activations
ROLE OF COMMUNICATIONS CATEGORY DRIVER & DESIRED CONSUMER BEHAVIOUR
To elevate perceptions of Beringer, building salience of our luxury Reward more. Trade up to Beringer, their preferred luxury Napa winery
credentials, quality, and iconic status
ROLE OF ACTIVATION(S)
COMPETITIVE TRUTH To trade consumers up to better quality wines when rewarding themselves
• Heritage – Founded in 1876 and longest continuously operating winery in and friends/family
Napa; Pioneered creation of Knights Valley AVA
ACTIVATION OCCASIONS
• Family – Winemaker is Mark Beringer, great-great-grandson of founding
I’m worth it
brother Jacob Beringer

• Quality – Ownership of some of Napa’s most coveted mountain and ACTIVATION PLATFORM
valley vineyards with scores to match We honor those who are pioneers in their own right, and celebrate their
innovations and success
COMMUNICATIONS PLATFORM
Modern but classic – Beringer continues 140+ years of pioneering
Napa Valley

9
KEY CONSUMER
INSIGHT
Self-assured, well-informed, and
successful, the Beringer consumer sees
self-determination as the cornerstone
for individuality and social recognition.
CULTURAL HUMAN
INSIGHT TENSION
Modern society gives theoretical In order to progress in life, sometimes we
importance to individuality and self- have to challenge the accepted and carve
determination but at the same time, our own path.
human beings are social animals
inclined to fit-in. There is an inherent
conf lict between creating your place in
society vs. accepting your place in it.
10
CORE CONSUMER
NEED STATE:
CONTEMPORARY
STATUS
Contemporary status comes from being recognized
as interesting, experienced & knowledgeable (without
necessarily being an expert).

11
HELLO
KEN MCCARTHY
Ken is 52 years old and lives in an aff luent middle class suburb of Chicago. He’s been
married to Kate for 22 years and has two kids; Maggie is off to college next year and
Jessica is in her junior year of high school. Ken’s been working his way up the ladder
in a range of firms in the financial district of Chicago. At work he’s well regarded
and feels like he’s at the prime of his professional life. He and Kate often host friends,
colleagues and clients over dinners at home and they love that their home is the hub
of the social circle – sharing meals, drinks and celebrations in the comfort of their
sanctuary. For Ken and Kate wine is an essential part of the ritual of entertaining.

Ken’s closest friends he’s known since they were in college. Each spring they take a
guy’s surfing trip to somewhere low key and exotic. Last year it was the Gilli Islands in
Indonesia. He relishes the time to reconnect with those he’s closest to and switch off
from the pressures of work.

Each summer he and Kate take the girls to see the world – interesting, exciting places
that help them bond as a family and learn about new cultures. This summer coming
they’re planning to travel through the Greek Islands and learn about ancient history as
they go.

Whilst by no means wealthy, Ken feels comfortable and accomplished. He has a wife he
still adores, children he’s so proud of and friends and family he loves.

12
CONSUMPTION
OCCASION
Consumption Occasion:
Entertaining Family and Friends

Category Growth Driver:

Reconnect More and Spend More

13
2 SECTION 2
REASONS TO BELIEVE

14
BRAND HISTORY
There was no playbook. No blueprint to start a winery.
Not in 1870’s America anyway. The only thing Jacob and
Frederick Beringer had, besides each other, was the ability
to see possibilities where others did not. On arriving in
Napa, the area reminded them of the wine regions of their
native Germany. With this instinct, fueled by the energy of
American entrepreneurialism, they started their winery.

15
 BERINGER TIMELINE

During the Golden Gate

Frederick Beringer passes away, Exposition on Treasure
Jacob Beringer arrives in leaving Jacob Beringer sole Island in San Francisco,
California and becomes To make room for what proprietor of the Beringer winery. Winemaker Fred
Cellar Foreman for is now known as the Abruzzini distributes
Charles Krug, one of Rhine House, Frederick flyers and maps showing
the first commercial Beringer has Jacob’s “the main highways to
winemakers in Napa residence, the The winery continues to operate through Prohibition under Beringer Bros. Winery
Valley. Krug’s business Hudson House, moved, a federal license that allows wine to be made for religious and other interesting
was right next to the literally, using horses purposes, so Beringer could sell sacramental wine to churches. points...,” further
property that would The Beringer Brothers oversee their first harvest and and logs to transfer it establishing Napa Valley
become Beringer winery. their first crush. With Jacob serving as Winemaker 200 feet north. as a tourist destination.
and Frederick as financier, the brothers made
approximately 40,000 gallons of wine, or 18,000
cases that first year.

1869 1875 1876 1877 1883 1885 1901 1915 1920 1934 1939 1940
to
1933
Hollywood stars, like Carole Lombard and Clark Gable, visit the
winery, and Beringer sells 40,000 cases of wine a year throughout
The brothers plant the Elm trees that the decade, which was a respectable figure for the time.
now form a verdant tunnel along
Main Street, which runs in front of
Jacob and his brother Frederick The first two the winery in St. Helena. Jacob Beringer passes Prohibition is repealed and Beringer becomes
purchase 215 acres in St. Helena floors of Old away, and the winery the first winery to offer public tours, sparking
for $14,500. This parcel of land, Stone Winery are comes under the care wine tourism in Napa Valley.
known first as Los Hermanos completed, and of Charles and Bertha
(The Brothers), will become the Chinese workers Beringer, two of
heart of the Beringer estate. begin digging 1,200 Jacob’s children.
linear feet of caves
where the wine will
be aged and stored.

16
 BERINGER TIMELINE

The Rhine House is listed on the National Register of Wine Spectator names the
Historic Places. Beringer 1994 Chardonnay
#1 Wine of the Year. Not
only is it the first time a
white wine has garnered
this coveted award, but Jacob Beringer’s great, great
Beringer now has the grandson, Mark Beringer,
distinction of being the first comes “home” to Beringer
Ed Sbragia is promoted to and only winery to have as our Chief Winemaker.
The 91-year-old Beringer Winery is named a
Winemaker, becoming only both a white and a red wine Beringer’s 125th anniversary, making it the oldest continuously Laurie Hook transitions to
State Historical Landmark.
the sixth person to hold the named #1 Wine of the Year. operating winery in Napa Valley. Winemaker Emeritus.
position in Beringer’s history.

1967 1971 1972 1976 1984 1990 1996 2000 2001 2012 2015

Wine Spectator names

the Beringer 1986 Beringer expands into Central Coast; Wine Spectator names the
Myron Nightin- Ed Sbragia joins Beringer as Myron Nightingale’s Cabernet Sauvignon #1 Laurie Hook is promoted to Winemaker of Beringer Vineyards. Beringer 2009 Knights Valley Reserve the #8 Wine of the Year
gale joins Beringer assistant. Together they launch the Private Reserve Wine of the Year. Ed Sbragia stays on as Winemaster Emeritus.
as just the fifth designation using selected Cabernet and Chardon-
winemaker in the nay grapes, fermenting them in French oak barrels.
winery’s nearly 100-
year history. He
developed a special
French Sauterne–
style wine called,
aptly, Nightingale,
which is still made
and bottled at the
winery today.

17
SURVIVING
PROHIBITION
In 1918, Prohibition was enacted. 200 acres
of vineyards were farmed during these years
as Beringer continued annual production
of about 15,000 cases of “altar” wines
until 1933 when Prohibition was repealed.
Varieties grown were Sauvignon Vert,
Johannisberg Riesling, Cabernet Sauvignon,
Petite Sirah, Alicante, Golden Chasselas,
Semillon, Gutedel, Green Hungarian and
Burger. While most wineries in Napa
Valley were suffering through the tragedy
of prohibition, Beringer found a niche of
shipping dried wine grapes which would
help them survive the next decade.

18
BERINGER HAS ALWAYS
BEEN A BRAND OF
MANY FIRSTS
Beringer is known for establishing many ‘firsts’ as leaders in
the wine industry.

They were one of the first gravity fed facilities. They were
among the first to operate using hand-dug caves/cellars.
They were the first to give public tours in 1934 starting
Napa Valley hospitality tradition.

19
WINE
OF THE YEAR
Beringer has the distinction of being the first and only winery
to have both a white and a red wine named #1 Wine of the Year.

1990:
Beringer 1986 Cabernet Sauvignon is named #1
Wine of the Year in 1990 by Wine Spectator.

1996:
Beringer 1994 Chardonnay is named #1 Wine of the
Year in 1996 by Wine Spectator (the first time a white
has garnered this coveted award).

2018:
Wine Spectator names 2016 Beringer Knight’s Valley
a Top 100 wine of 2018.

2019:
2017 Beringer Private Reserve Chardonnay
sweeps the boards - James Suckling awards us
96 points, Wine Spectator gives 91 points and
Wine Advocate 93+ points.
20
CHIEF WINEMAKER

Mark Beringer, great-great-grandson of Beringer

Vineyards’ founding brother Jacob Beringer, was
immersed in wine from the moment he was born in the
heart of the Napa Valley. As the direct descendant to
Beringer’s first winemaker and one of the most iconic
family names in Napa Valley wine history, he knew
from a young age that he would follow in the footsteps
of his ancestors. As a young man he spent many
hours working in his family’s wine store in St. Helena,
expanding his knowledge of wine as well as gaining an
appreciation for wines outside of the famous region he
has always called home.

“As a winemaker, there is no greater thrill than having

great vineyards to work with and Beringer’s are second
to none. The diversity of microclimates, terroir and
locations truly comprise the best of what Napa Valley
has to offer and I’m honored to work with them.”
21
21
St. Helena Home Vineyard
THE BERINGER
VINEYARDS
Our age grants us unprecedented access to some of the region’s greatest
vineyards. We planted many of these vineyards ourselves and today they
are fully mature, giving us an incredible quality product. Each Beringer
vineyard, with its own distinctive soil, climate and terrain, lends itself to
particular varietals. The following vineyards have become recognized as
primary sources of Beringer wines.
BANCROFT R ANCH VINEYARD, Howell Mountain
A beautiful, mountainous vineyard at an elevation of 1,800 feet on Howell
Mountain, Bancroft Ranch produces intense Cabernet Sauvignon, Merlot
and Cabernet Franc for use in our Private Reserve Cabernet Sauvignon.
Merlots from this vineyard are dark and intense in varietal flavors and
have also been bottled separately since 1987.
R ANCHO DEL OSO, Howell Mountain
Located on Howell Mountain at approximately 1800 feet elevation and
named for the red bears that swim in a nearby pond, this vineyard has
red, volcanic soils that are friable and loose, with excellent drainage, and
produces Cabernet fruit similar to Steinhauer Ranch.
STEINHAUER R ANCH, HOWELL MOUNTAIN
At an elevation of 1,800 feet on Howell Mountain, this vineyard
of Cabernet Sauvignon and Cabernet Franc enjoys cool mountain
temperatures and high solar radiation above the fog. The volcanic red
soils are low in fertility and yield berries with intense flavor.
VOGT VINEYARD, Howell Mountain
Vogt vineyard is located on Howell Mountain. The 15-acre vineyard
has volcanic-based soils that are restrictive and thus foster grapes of
great intensity and structure. Vogt vineyard first appeared in the Private
Reserve blend in the 2009 vintage.
KNIGHTS VALLEY VINEYARD, Knights Valley BALE LANE VINEYARD, St. Helena
Located 17 miles north of the winery, this vineyard has volcanic, well The well-drained soils of this vineyard, located in the warmer, mid-
drained soils that are perfectly suited to Cabernet Sauvignon, Sauvignon valley climate area of Napa Valley, have produced excellent, full-
Blanc, Sémillon, Merlot and Cabernet Franc. The Knights Valley
designation was first used on a Beringer label in 1974. By 1983, this area
had won official recognition as a premier wine growing region in the form
flavored Sauvignon Blancs and Sémillons.
CHABOT VINEYARD, St. Helena
of its own American Viticulture Area (AVA) designation. These gently sloping, obsidian-laden hillside vineyards are located
on the eastern slope of Napa Valley near St. Helena. The low-yielding
LAMPYRIDAE VINEYARD, Mount Veeder vines produce superlative Cabernet Sauvignons of deep color and a
Lampyridae, “firefly” in Latin, is on Mount Veeder, at approximately 2400 rich flavor with a suggestion of mint.
ft elevation. This picturesque vineyard is high above the fog layer and has
longer hours of sunshine and warmer nights, but days are cooler than ST. HELENA HOME VINEYARD, St. Helena
the lower elevation vineyards. On clear days you can see all the way to This is the area that first attracted Jacob Beringer to the property
San Francisco. The newest vineyard in the Private Reserve components and was part of the original acreage he purchased in 1875. The
showcases incredible depth of flavor and intensity. Cabernet Sauvignon planted on the sloped alluvial fan of this
vineyard has been a key component of our Private Reserve Cabernet
GAMBLE R ANCH VINEYARD, Oakville Sauvignon since 1982.
Emanating from the Rector Creek alluvial fan near Oakville, the rocky
soil of this vineyard produces grapes of maturity and intensity well- YOUNTVILLE VINEYARD, Yountville
This vineyard in the Yountville appellation in the southern area of
BIG R ANCH ROAD VINEYARD, Oak Knoll the Napa Valley clay-loam soils with limited depth and low fertility.
Located in the cool southern region of Napa Valley, this vineyard, with It produces great Chardonnay with full, rich flavors and excellent
gravelly soil of limited depth and low fertility, produces Chardonnay, structure.
Merlot and Pinot Noir with full, rich flavors and excellent structure.
QUARRY VINEYARD, Rutherford
The volcanic soil of this 20-acre hillside vineyard in the Rutherford
district produces exceptional Cabernet Sauvignon fruit and a small
amount of Cabernet Franc. Elevated on the eastern side of Napa Valley,
this vineyard is exposed to bright afternoon sunlight until the sun sets
behind the Mayacamas range in the west.
MARSTON R ANCH VINEYARD, Spring Mountain
Volcanic in origin and low in fertility, the soils of this historic mountain
vineyard have for decades been highly regarded for both Rhône and
Bordeaux varietals, primarily Cabernet Sauvignon, Merlot and Syrah. The
vineyard is actually a contiguous, multi-level string of smaller vineyard
areas situated on the front and back sides of a hill in the Spring Mountain
appellation just west of St. Helena.
22
3 SECTION 3
PRODUCT LINES AND GRAPHICS

23
PRODUCT LINES The six product lines of Beringer wine are: Private Reserve,
Distinction Series, Regional Estates, Founders’ Estate,
Single Vineyards, and Winery and Club Exclusive.

24
 BERINGER WINE PORTFOLIO

Private Reserve
Cabernet Sauvignon • Chardonnay • Nightingale

Distinction Series
Napa Valley Cabernet Sauvignon • Knights Valley Reserve Cabernet Sauvignon • Q (Quantum) Red Blend • Luminus Chardonnay

Regional Estates
Beringer Knights Valley Cabernet Sauvignon • Beringer Napa Valley Chardonnay • Beringer The Waymaker Red Blend

Founders’ Estate
Pinot Grigio • Chardonnay • Sauvignon Blanc • Pinot Noir • Smooth Red • Merlot • Cabernet Sauvignon

25
PRODUCT LINES
BERINGER PRIVATE RESERVE
Beringer Private Reserve represents the pinnacle of the
portfolio and highlights how extraordinary Napa Valley
Cabernet and Chardonnay are in their purest form.

Cabernet Sauvignon Chardonnay Nightingale

$169.99/ bottle $44.99/ bottle $40.00/ bottle

Label is cream Label is cream Label is white

Typography is black and gold Typography is black and gold Typography is black and gold
Logo BB and line elements are gold foil Logo BB and line elements are gold foil Nightingale logo, BB logo and line
elements are gold foil

26
PRODUCT LINES
BERINGER DISTINCTION SERIES
The Distinction Series wines highlight particularly unique
vineyard sites or blends and allows Chief Winemaker Mark
Beringer to take risks and explore new, innovative ways of
working with our vineyard sites.

Napa Valley Knights Valley Reserve Q (Quantum) Luminus Chardonnay

Cabernet Sauvignon Cabernet Sauvignon Red Blend $34.99/ bottle
$49.99/ bottle $69.99/ bottle $59.99/ bottle
Label is cream
Label is black Label is black Label is black Typography is warm grey and gold
Typography is white and gold Typography is white and gold Typography is white and gold Luminus logo and BB logo are
Beringer logo and logo BB are gold foil KNV logo and logo BB are gold foil Quantum logo and logo BB are gold foil
gold foil

27
PRODUCT LINES
BERINGER REGIONAL ESTATES
As a result of decades of pioneering, Beringer farms a diverse
and expressive series of vineyards across Napa Valley,
Knights Valley and Paso Robles. Beringer Regional Estates
wines celebrate the range of vineyard expressions found in
these sites.

Beringer Knights Valley Beringer Napa Valley Beringer The Waymaker

Cabernet Sauvignon Chardonnay Red Blend
$34.99/ bottle $22.99/ bottle $27.99/ bottle

Label is white Label is blue

Label is black
Imagery of a vineyard in silver
Typography is silver
Logo, BB logo and line element
are silver foil
Imagery of a vineyard in beige Imagery of a vineyard in silver
Typography is black and gold Typography is silver
Luminus logo and BB logo are Logo, BB logo and line element are
gold foil silver foil

28
PRODUCT LINES
BERINGER FOUNDERS’ ESTATE
The Beringer Founders’ Estate line of wines offer concentrated
expressions of the most popular varietals, steeped in quality
that comes from Beringer’s history of crafting great wines
from all over California for over 130 vintages.

Pinot Grigio Sauvignon Blanc Chardonnay Pinot Noir Smooth Red Blend Merlot Cabernet Sauvignon
$9.99/ bottle $9.99/ bottle $9.99/ bottle $9.99/ bottle $9.99/ bottle $9.99/ bottle $9.99/ bottle

Label is silver
Typography is black and orange
Ornamental elements outlining the
label are in black
Label below product label includes
an image of Beringer estate with
history of brand.
Label is silver
Typography is black and orange
Ornamental elements outlining the
label are in black
Label below product label includes
an image of Beringer estate with
history of brand.
Label is silver
Typography is black and orange
Ornamental elements outlining the
label are in black
Label below product label includes
an image of Beringer estate with
history of brand.
Label is black
Typography is white and red
Ornamental elements outlining the
label are in white
Label below product label includes
an image of Beringer estate with
history of brand (same as white
wines)
Label is black
Typography is white and red
Ornamental elements outlining the
label are in white
Label below product label includes
an image of Beringer estate with
history of brand (same as white
wines)
Label is black
Typography is white and red
Ornamental elements outlining the
label are in white
Label below product label includes
an image of Beringer estate with
history of brand (same as white
wines)
Label is black
Typography is white and red
Ornamental elements outlining the
label are in white
Label below product label includes
an image of Beringer estate with
history of brand (same as white
wines)

29
BERINGER WINERY & CLUB EXCLUSIVE PORTFOLIO

Single Vineyards Collection Winery and Club Exclusive Collection

Steinhauer Ranch Cabernet Sauvignon • Chabot Vineyard Cabernet Sauvignon Napa Valley Pinot Noir • Napa Valley Riesling

Pauli Vineyard Cabernet Sauvignon • St. Helena Home Vineyard Cabernet Sauvignon Napa Valley Chardonnay • Knights Valley Red Blend • Napa Valley Cabernet Sauvignon

Lampyridae Vineyard Cabernet Sauvignon • Marston Vineyard Cabernet Sauvignon Napa Valley Sauvignon Blanc • Napa Valley Malbec

Bancroft Ranch Merlot • Bancroft Cab Franc

30
PRODUCT LINES
BERINGER SINGLE VINEYARDS

Cabernet Sauvignon Cabernet Sauvignon Cabernet Sauvignon Cabernet Sauvignon Cabernet Sauvignon Cabernet Sauvignon Merlot Cabernet Franc
$150.00/ bottle $150.00/ bottle $150.00/ bottle $150.00/ bottle $150.00/ bottle $150.00/ bottle $80.00/ bottle $90.00/ bottle

Label is cream Label is cream Label is cream Label is cream Label is cream Label is cream Label is cream Label is cream
Typography is black and gold Typography is black and gold Typography is black and gold Typography is black and gold Typography is black and gold Typography is black and gold Typography is black and gold Typography is black and gold
Logo BB, line elements and vine- Logo BB, line elements and vine- Logo BB, line elements and vine- Logo BB, line elements and vine- Logo BB, line elements and vine- Logo BB, line elements and vine- Logo BB, line elements and vine- Logo BB, line elements and vine-
yard name are gold foil yard name are gold foil yard name are gold foil yard name are gold foil yard name are gold foil yard name are gold foil yard name are gold foil yard name are gold foil

31
PRODUCT LINES
BERINGER WINERY AND CLUB EXCLUSIVE

Pinot Noir Riesling Chardonnay Cabernet Sauvignon Knights Valley Red Blend Sauvignon Blanc Malbec
$45.00/ bottle $25.00/ bottle $25.00/ bottle $70.00/ bottle $45.00/ bottle $30.00/bottle $60.00/bottle

Label is black Label is brown Label is brown Label is brown Label is brown Label is black Label is black
Imagery of Rhine House and Imagery of Rhine House, Imagery of Rhine House, logos, Imagery of Rhine House, logos, Imagery of Rhine House, logos, Imagery of Rhine House and Imagery of Rhine House
typography in cream logos, typography and line typography and line elements typography and line elements are typography and line elements typography in cream and typography in cream
Logos, BB logo, and line elements are in gold foil are in gold foil in gold foil are in gold foil Logos, BB logo, and line Logos, BB logo, and line
elements are in gold foil elements are in gold foil elements are in gold foil

32
PRODUCT GRAPHICS

33
PRODUCT GRAPHICS
PRIVATE RESERVE

RHINE HOUSE ILLUSTR ATION

These graphics are to be used for Private Reserve products only.

One element that is present in all Private Reserve products is

the gold foil line border on the top and bottom of the label.
This element could be placed on collateral in order to nod back
to the design of the product line’s packaging style.

Private Reserve Cabernet Sauvignon displays an illustration of

the Rhine House on a separate label on the top of the bottle. NIGHTINGALE LOGO

This illustration could be used in collateral for this specific

product.

Nightingale has a logo that is unique to most of the other

GOLD LINE BORDER
Beringer products. This logo can be used distinguish this
particular product among other products with more traditional
Beringer logos.

34
 QUANTUM

PRODUCT GRAPHICS
DISTINCTION SERIES

The Discinction Series products all have NAPA VALLEY LUMINUS

monogram logos, specific to their name,

with the Beringer BB logo located within.

KNIGHTS VALLEY RESERVE

35
 VINEYARD
Knights Valley Cabernet Sauvignon

PRODUCT GRAPHICS
REGIONAL ESTATES

VINEYARD WITH HOT AIR BALLOONS

Chardonnay
Each product of Regional Estates displays an
illustration of the Beringer estate. This is a large
distinguishing factor for this collection of wine.
These illustrations could be used in collateral for
each specific product.

VINEYARD
The Waymaker

36
PRODUCT GRAPHICS
FOUNDERS’ ESTATE
ORNAMENTAL BORDER

Founders’ Estate products each have a unique

ornamental border on the label. This border can
be applied to collateral in order to nod to these
particular products.

Also unique to this collection is the additional label

placed below the product label, with an illustration
of the Rhine House.

RHINE HOUSE ILLUSTR ATION

37
4 SECTION 4
STYLE GUIDE

38
KEY
VISUAL

Mark Beringer provides a

personal face to Beringer that
highlights our family heritage
and pioneering history.

39
TYPOGRAPHY

40
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41
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typographic development of the late eighteenth and early
of the 18th c e nt u r y ma ste r’s work
nineteenth centuries and have characteristics quite different wi thou t re d uc i n g the c h arac te rs to
from the types that preceded them; such as extreme vertical stress, fine hairlines
contrasted by bold main strokes, and very subtle, almost non-existent bracketing ove rsi mpl if ie d ge ome t ric sh ape s.
of sharply defined hairline serifs. Creator Giambattista Bodoni saw this style as
beautiful and harmonious-the natural result of writing done with a well-cut pen, and
the look was fashionable and admired.

42
 ABCDEFGHIJK LMN
OPQRSTUV W XYZ
abcdefghijklmn
opqrstuv wxyz
Accent Typeface
Font Family: Requiem 12345678990
Font Weight: Text Small Caps
Tracking: 20
Leading: Metrics
Published by: Hoefler

Used for:
Inspired by an illustration in a sixteenth-
-Tagline century writing manual, Requiem celebrates
-Headlines
-Short forms of copy the fertile world of Renaissance humanism.
The serif typeface, Requiem Text Small Caps, was created in 1992. It takes inspiration
from a set of inscriptional capitals found on an Italian writing manual from 1523. It’s
traditional elements designed for a modern era embody the same sentiment we are
establishing for Beringer, making the two a perfect fit.

43
COLOR PALETTE

44
 CREAM
COLOR PALETTE Usage
-Background Color
PRIMARY
CMYK: C0 M2 Y10 K0
The products in some categories have
identical color palettes, while others have GOLD
a wide range of differentiating palettes.
In order to remain cohesive throughout
our branding, we have established one
color palette that will be used throughout
collateral for every single product.
Usage
-Typography: Small
forms of copy. Not for
top priority information.
-Logo
CMYK: C29 M37 Y100 K4
BLACK
Usage
-Typography: All
forms of copy
-Logo
CMYK: C0 M0 Y0 K100
WHITE
Usage
-Typography: Only
when presented on a
dark background.
Headlines only, not
long forms of copy
CMYK: C29 M37 Y100 K4
45
 BLUE SLATE GREY

COLOR PALETTE Usage Usage

SECONDARY
-Typography: Only -Background color
when presented on
a light background.
Headlines only, not
long forms of copy

CMYK: C97 M72 Y38 K25 CMYK: C97 M72 Y38 K25

The secondary color palette is comprised of

a cooler variations of color. While the greys
LIGHT GREY
remain neutral, adding the blue expands the
palette to include a hint of more color. This
palette is used to balance out the warmth of
the primary color palette.

Usage
-Background Color

CMYK: C26 M21 Y18 K0

46
COLOR PALETTE
ACCENT
OR ANGE RED

The accent colors of the color palette are

only used for the Founders’ Estate product
line. Red is used with black to represent the
Usage Usage
red wine variations. Orange is used with -Typography: used -Typography: used
only for prod. name only for prod. name
silver to represent the white wine variations. -Logo -Logo
-Never background -Never background

While these colors are present in Beringer

packaging, it is our recommend that they CMYK: C1 M82 Y100 K0 CMYK: C5 M99 Y85 K0

do not appear in the brand campaign color

palette. Ideally, these colors would only be
shown in the Founders’ Estate packaging.

47
COLOR PALETTE
RATIO

This chart depicts approximately how

much of each color is being used within the
Beringer collateral. Note that cream and
white take up a majority of this percentage.
Orange and red, while prominent, only
represent a small percentage of color used
within the brand. It is important to refer to
this chart so that colors are not overused
or underused, but are implemented within
their optimal usage.

48
LOGO

The Double B Icon — with interlocking B’s

standing for Beringer Brothers — is an
important symbol that’s been recalled from
Beringer’s history. The mark is a major part
of the Beringer visual DNA. It speaks to
the family legacy of the brand and its deep
heritage.

The ESTD 1876 directly references

Beringer’s long history of excellence in
winemaking, with the date of the founding
of Beringer surrounding the Double B Icon.

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LOGO
GUIDELINES

When using any Beringer logo, there must

be an ample amount of space available
so that the logo is clearly visible. The
guidelines below apply to all Beringer logos:

The safety area around the logo is defined

by half the height of the logo. This area
should always remain clear of any image or
type. This is the minimum clear space that
needs to be left around the logo, though
more space is recommended.

1/2 the
Height Height

50