When it comes to Michigan wine, the thing to know is “Cool Is Hot.”

That’s the theme of Factory’s new ad campaign for Taste Michigan, the Michigan Wine Collaborative’s marketing brand. It’s also big news for wine drinkers: The cool climate wines Michigan is known for are enjoying fresh attention from enthusiasts and casual fans alike.

Typically lower in alcohol, cool climate wines (including Michigan favorites Riesling, Chardonnay and Pinot Noir as well as less familiar varieties like Pinot Gris, Traminette and Blaufränkisch) tend to be crisper, cleaner and more naturally flavorful than oaky, alcohol-heavy wines many buyers are used to. They’re ideal for weekend gatherings, summer getaways, wine country tours or just hanging out on the deck during Michigan’s outdoor weather.

Cool climate and cold hardy wines are the heart of Michigan’s wine industry. By acreage, they’re 18 of the state’s top 20 wine grapes. And total acreage is up nearly 200% over the past 20 years.

Cool Is Hot reflects a recent trend of more people discovering how delicious cool climate wines can be – and how good Michigan’s are. With bright, eye-catching graphics, the message is showing up across the Detroit and Grand Rapids regions on billboards, digital ads, social media and print. A radio commercial featuring a custom Cool Is Hot dance track is also running.

“This isn’t a traditional wine campaign,” said Mark Lantz, Factory’s Executive Creative Director. “America’s wine industry keeps talking about needing a fresh approach to reach younger drinkers who aren’t married to the same old same old wine varieties. So, we created that campaign. It’s fun, it’s hip, it’s engaging. It’s what these wines are.”

Lantz added, “We’re giving people new news. We’re saying, ‘Drink Michigan wine because Michigan excels at making some of the hottest varieties in the world’.”

The dance track was created by Shane Grush, a Fenton-based producer, engineer and composer who has partnered with Factory on music for our Huron-Clinton Metroparks campaign and our holiday song, “It’s Not Christmas (Without Cookies).” The track will be available for streaming and downloads on all the major music platforms.

The campaign runs through May, helping raise awareness, interest and consumption of Michigan wines. To fund the project, the Michigan Wine Collaborative – an association of wine professionals throughout the state – secured a $125,000 grant from the U.S. Department of Agriculture through the Michigan Department of Agriculture & Rural Development.

To learn more about the Cool Is Hot campaign, click here.