Creating iconic Lowrey Bros. brand

Ravine Vineyard Estate Winery is a fifth-generation family farm home to a winery, organic vineyard, a restaurant, and retail store. The farm was originally purchased by the Lowrey family in 1867 in the historic village of St. David’s. The current owners, Norma Jane (Lowrey) Harber and Blair Harber, recently relaunched the Lowrey Family’s 1904 canning label, Lowrey Bros.

In keeping with tradition, the family uses only Niagara fruits and vegetables for its jams, pickles, sauces and canned whole fruits as they become available during the growing season. Two new product lines in the form of hard ciders and gourmet food products have been recently introduced and stocked at their Canning House grocery store.

To determine how best to tell the story of sustainable agriculture in the Niagara region, and in preparation of creating and marketing an iconic national brand for the revived Lowrey label, Ravine approached Niagara College’s Business & Commercialization Solutions team to determine how to make that happen.

The team examined other iconic brands, analyzed distribution methods and strategized on how to turn the Lowrey Bros. story into marketing ideas that can help position it as a quintessentially Canadian brand. Recommendations were then provided to Ravine based on findings from the research.