Case Study: IDENTITY / COMMS / TRADE
Glenhope Vineyard
For the first release of an own label from an established vineyard, Glenhope Vineyard, Wine Brain created an engaging brand story, incl.
Defined Glenhope Vineyard as an established grower vineyard, to provide provenance for the newly launched label, site specificity, regionality and winemaking philosophy.
Edited vineyard story, worked with web designers to update web content.
Tasted and produced detailed tasting and technical notes for trade and consumer.
Developed comms kit for email marketing, press release and collateral.
To support the new identity, Wine Brain developed a 12-month comms strategy incl.
Targeted wine media PR send out campaigns - top reviews from HuonHooke.com & The Real Review, Halliday Wine Companion, The Wine Front.
Developing and managing social media channels and advert buys - from 0 to 1,000 followers on Instagram.
Strategic wine show awards entries and results promotion - incl. Australian Single Vineyard Wine Show, Victorian Wine Show, Macedon Ranges Wine Exhibition (Best Winery of Exhibition), Melbourne Royal Wine Awards, and Finalist - 4th Annual Vineyard of the Year Awards – Young Gun of Wine Awards.
Event calendar of smaller and major event participation - Young Gun of Wine Vineyard of the Year Tasting, Drink Victorian Tasting, Good Food & Wine Show, Urban Wine Walk, Farmers Markets incl. organising Foodtrader and Major Events License.
Targeting local trade contacts and arranging vigneron tastings, with planning for trade rep on-boarding - listings at The Lakehouse, Armadale Cellars, Banks Fine Wine, Woodend Cellar & Bar.
