For a brand built on family legacy, the launch needed to feel personal, not promotional. We split the experience across two spaces: a reclaimed-wood lounge inside, anchored by a rolling wine wall stocked with Tribute’s Cabernet and Sauvignon Blanc, and a rooftop scene overlooking Coors Field for the sales team to unwind between pours. Cowhide accents, lush floral, low string lights. A DJ kept the energy easy, not loud. The result read less like a product launch and more like an invitation into the Benziger family’s story, one glass at a time.