Why do you REALLY buy a wine?
Many wine brands sell on high involvement purchase decision criteria, creating confusion and consumer displeasure for the ‘easy going’ wine consumer.
Many wine purchasers just want a wine brand they simply trust to be good, that makes wine purchasing in-store and online so reassuringly simple.
Through broad selling techniques, cheaper brands and increasingly prevalent online wine platforms, wine is at risk of becoming a commodity purchase.
People want a trusted, premium quality wine brand for entertaining drinkers, with less confusion, more personality, that simply tells it like it is.
Brand and Product Objectives
Create a standout brand in the wine market.
Grow category education and understanding.
Become a ‘destination brand’ for retailers.
Capture the essence of our entry/mid-level wine consumer.
A Wine we talk with, not about.
Serious wine for Entertaining Drinkers.
Our wine is of great quality to minimize disappointment.
We don’t pretend to be anything that we’re not.
We are not for people who take themselves too seriously
We are for people who entertain
And we entertain our drinkers
We are for people who want to talk over wine, not about it.
We accept that a drop gets spilled and that our bottles are
designed to hold our drink, not make a statement.
We are approachable,
and refreshingly open to all.
We welcome people who want to try new tastes and experiences.
Simplify the Purchase Decision
Color code wine varieties with a brand-centric navigation as an integral aspect of the brand .