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Carmichael Lynch won the Korbel account recently, and the agency has now released the first creative with a distinctive “clink” sound leading the way.

The new campaign looks to redefine what a champagne occasion can be—it doesn’t have to be for formal occasions only—and to simply celebrate celebrating with the people you love.

This sentiment is brought to life by focusing on the classic sound of clinking champagne flutes in unexpected places. 

“In culture we know that drinking champagne is generally predicated on fancy things and fancy occasions in fancy glasses, which is still all good. But there are so many other occasions to celebrate with Korbel—you don’t need a fancy event or a fancy glass. Our goal was to show this in an unexpected way and remind people that Korbel can be enjoyed in any kind of glass with a group of friends or one on one,” said Jason Bottenus, group creative director, Carmichael Lynch in a statement.

The agency said that when it comes to sound, there’s the pop of the cork that always signals celebration, but that “clink clink” sound is really what brings it back to friends and celebrating in community together.

For Korbel, the agency developed a signature “clink clink” sound to demonstrate that the moments worth celebrating with Korbel go far beyond the typical wedding and New Years’ situations. The team said it doesn’t have to be precious, and it doesn’t have to happen with champagne flutes. It can just be a moment with friends or family that someone is excited to be a part of.

The campaign will first air during Korbel’s sponsorship of the American Century Golf Tournament happening this weekend. The campaign will launch on broadcast and expand into social, digital and streaming.

“We all need to celebrate more in life, whether it’s a casual backyard gathering with friends or a more formal event. As one of the oldest and most recognized California champagne brands in the U.S., we feel we are in a prime position to help remind people of all of the occasions to celebrate with Korbel,” said Gary Heck, Korbel president, chairman and owner in a statement.