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Creating a Lifestyle Brand

May 8, 2007 - Press Releases

Entrepreneur Works with ERA404 to Promote Brooklyn as a Culture

Adam Goldstein is pioneering a strong community in the heart of Brooklyn’s Park Slope—bringing together neighbors by sponsoring local events such as wine tastings and classes. Red White and Bubbly ( has generated a remarkable following by appealing to city dwellers with busy schedules and a broad spectrum of interests beyond their core product catalog. When it came to the online presence for this cultural phenomenon, Adam came to ERA404 Creative Group to design, develop and launch

“Adam is one of those revolutionary thinkers. He’s detail-oriented and still has a clear view of the bigger picture,” said Mike Citarella, Creative Director of ERA404, who worked with Goldstein to concept the site and managed the design and development teams for the project. “He’s a Brooklyner to the core, so he lives among his target audience, engages with them, even golfs with them.”

When the project started out, Goldstein proposed a rather unique perspective. “We’re not promoting just wine—we’re promoting a lifestyle. It’s Brooklyn, really.”

ERA404 Creative Director and site designer, Don Citarella set forward collecting classical and modern imagery of the borough. “The more material I accumulated for inspiration, the clearer Adam’s vision became for me,” said Citarella. “Design a community portal that revolves around the product, but doesn’t insist upon the product. The events, the wine tastings, the customer reviews—they all engage the store and site’s visitors and are amenities to the catalog. The more you dig into it, the more you realize that it’s the catalog that’s an amenity to the site’s culture.”

The site’s wine catalog is very extensive, currently offering over 100 wines.  Store reviews, tasting notes and other contributions were written by Darrin Siegfried, who has numerous accreditations including serving as President of the Sommelier Society of America. Customers are invited to read the reviews and contribute their own reviews to share their opinion with other Brooklyn wine enthusiasts.

Adam also worked with ERA404 to design a monthly newsletter to inform subscribers to the changes and trends in Brooklyn wine culture and notify them of the many monthly specials that Red White and Bubbly offers its customers.

“Along with my input, we were a very strong team: precise, smart and functional.” said Goldstein. “ERA404 has a great ability to grasp my ideas and concepts and put them into words. Their design talent is sheer artistry in producing a graphic masterpiece.”

The site soft-launched in mid-February to a steady 1,200 unique visitors per month. In the upcoming months, as the product catalog continues to grow, Brooklyn’s Park Slope residents will be invited to more community tastings, classes and events, and a full-scale marketing effort will mark the official launch of the site.

Following the launch of, ERA404 has created printed promotional materials, billboards, in-store marketing materials and the label and identity system for his new business, Brooklyn Wine Company (

“Well, normally the vendor would take out the client as a business expense in appreciation for their services.  However in my case, I felt obliged to treat them to a Peter Lugar’s experience in appreciation of their hard work for making my site even better than imagined.” Goldstein remarked.

“It was my first job with them. And in the end, I consider them part of my team.”

Press Links
See the Feliz labels in ERA404’s Portfolio

About ERA404
Established in August 2000, ERA404 Creative Group, Inc. is a New York-based design, development and marketing agency. Recent clients include: The Australian Trade Commission, The Arthur Ashe Foundation, Broadway Video, Jonathan Safran Foer, The Herb Ritts Foundation, Sanrio/Hello Kitty and The Target Corporation.

For further information, please contact:
Mike Citarella, ERA404

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