Shot on a ten-day tour through many of California's important wine regions and legendary landmarks. Juice goes on a Road Trip to take a handsome hero on a wine tour. Produced for The California Wine Institute. The final video has been shown around the world in wine symposiums and presentations, including a Times Square billboard.


The California road trip is a universal desire—as alluring as it is hard to capture on film. Well, not so if you ask Juice — a creative team that uniquely understands the call of freedom, the open road, and sun-soaked vistas. Produced for the California Wine Institute, the high energy film captures the team’s ten-day cruise through sweeping vineyards, crashing coastal waves, historic landmarks, and dynamic cityscapes. Of course, no Golden State road trip is complete without a rugged, handsome hero and a fabulous glass of wine (luckily for the Juice gang, they had both at arm's reach). See for yourself, and see if you, too, can resist the Golden State’s seductive promise. Be warned: We know that big dreams can be sparked in the most unpredictable of moments—a phenomenon proven true each time rubber spontaneously hits the road.