Empathy Wines is a direct-to-consumer brand offering high-quality, sustainably sourced wines directly from passionate farmers at accessible prices.
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See all ads on AdLibrary →Empathy Wines was a direct-to-consumer wine brand co-founded by Gary Vaynerchuk in 2019. The brand scaled almost entirely on social media content rather than paid media, leveraging Gary Vee's audience. Constellation Brands acquired the company in 2020. Also searched as Empathy.
Empathy Wines replaced traditional wine advertising with a content flywheel built on Gary Vaynerchuk's existing social audience. Instead of display or TV spend, the brand used long-form YouTube, Twitter, and Instagram to build community before launch. Post-acquisition by Constellation Brands, paid social expanded cautiously. See Empathy Wines ads on AdLibrary.
On Instagram and Facebook, Empathy Wines leaned heavily on founder-led content — Gary Vaynerchuk speaking directly to camera about quality and value. Creative rarely used polished lifestyle photography; authenticity and directness were the visual identity. Story placements and native video drove most engagement.
Copy themes centered on radical transparency: direct-to-consumer pricing, no middleman markup, and honest winemaking. The brand voice mirrored Gary Vee's conversational, hustle-culture register — short sentences, direct claims, and calls to cut through wine industry pretension.
Empathy Wines proved that a founder's existing audience can substitute for paid acquisition budget at launch. The brand's 0-to-acquisition arc in under 18 months is a benchmark for celebrity-brand DTC plays. The lesson: media distribution beats ad spend when the founder is the media channel.
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