In the wine world, providence isn’t just about where the grapes are grown—it’s about who tends them, how they’re cared for, and why it all matters. It’s the difference between a wine with a story and one with a SKU.
One of our earliest clients, The California Wine Club, taught us that. They source from small, family-owned vineyards—places that produce fewer than 10,000 cases a year. The founder used to say that what separated these wineries from mass-market blends was providence. Those wines had a true home, a sense of origin. The others? Just labels on a shelf. One had terra firma. The other? Just product.
That’s always stuck with us.
At The Licursi Group, we think marketing should have providence too.
We’re not a plug-and-play agency. For the vast majority of our clients, we’re the internal team. The ones who know the business like it’s our own, who sit at the family table, and who show up with sleeves rolled up. We build strategy from the inside out, thinking long-term, showing up like it’s our name on the door. There’s no assembly line here. Just thoughtful, rooted work created by people who care deeply about the brands we serve.
What does that really mean? We believe in marketing that’s rooted:
When you work with us, you’re not outsourcing. You’re expanding your family.
Because the best results don’t come from mass production. They come from providence.
Side note: If you love the idea of products with a true sense of place, check out The California Wine Club. We were proud to be their marketing partner for years—and even prouder to still be subscribers.
