Case Study: IDENTITY / COMMS
Two Bud Spur
For Huon Valley vineyard, Two Bud Spur Vineyard, they had well-articulated brand story, so Wine Brain focused on PR campaign, 12-month activity plan project, and establishing consistent practices for engagement and reputation building.
Telling the story in terms of sustainability, quality, aging, Huon Valley, classic varietals Pinot Noir and Chardonnay with unusual Gamay and Gewurz varietals, and local cellar door engagement with the project delivered over two months.
Targeted wine media campaign, incl. writing and pitching press release to a select media list, sampling to build brand equity – top reviews from The Wine Front, The Real Review, Australian Wine Review, Winsor Dobbin – Gourmet On the Road.
To leverage the third-party endorsements, Wine Brain developed a 12-month comms strategy incl.
The activities focused on driving customer to cellar door with public events, tastings, workshops, pop ups, and important milestones in the vintage (e.g., budburst, blending), and regional festivals.
Retained the events and activities that worked in previously, building consistency for customers. And add new ones working with regional collaborators like Gardens Bay Farm, Tongola Cheese, Cygnet Folk Festival, etc.
Developed new experiences that communicate the brand messages and features: small batch winemaking, sustainable/regenerative viticulture, Australia’s most southern winegrowing area, Vineyard, Winemaker, and Local Series, and Wine South Tasmania.
Activities at the cellar door provide content for social and digital channels and opportunity to build the community and database.
With month-long Marketing Retainer, managed social media channels and email marketing; setting up Mailchimp templates, Meta social post scheduling, content curation incl. briefing local photographer to update photo assets, and database development for process handover to in-house management.
