Brand Story, Trade Kit & Web Development

Working with Brenden Robnik – I developed a Brand Story – included market research, competitors, differentiation and key message development that speak to on-premise trade and their targeted consumer demographic. Developed Trade Sales Kit – included a wine professional level portfolio, tasting/tech notes, selling points and essential business docs. Pivoting towards direct to consumer as COVID lockdown began – worked on Web Development providing for direct online consumer sales – and recently updated branding look-and-feel.

Comms announcement, for PR and trade audience

For boutique Macedon Ranges producer, Kyneton Ridge, developed a campaign to promote their being made the first certified member of Sustainable Winegrowing Australia in the Macedon Ranges wine region. Incl. writing AWRI approved press release and pitching to key local and wine media (hits in Wine Business Magazine, Winestate, Gourmet On the Road, Midland Express, Oz Wine Review, The Wombat Post), with rework of campaign for inner city restaurants, pubs, and bars.

Integrated comms plan, PR, Social, EDM, and Web content

For collaborative regional group of 40+ vineyards, Wine South Tasmania, rolled out an integrated comms strategy for their two festivals, Spring In the Vines ’24 and Southern Open Vineyards ‘25, incl. hotel and wine tour event partners, wrote and pitched PR and media kits to long and short lead media, on the mainland and local Tasmanian press (hits in The Mercury, Time Out, Wine Pilot, Wine Companion, ABC Hobart Radio, Tasmania Times), with month-long social media campaign, and Mailchimp EDMs to owned audience.

Web content, Blogs, and Tasting Notes

Working with Directors Stuart Wood & Michelle Gadd to develop SEO keyword digital media content to improve engagement and search. Monthly blogs – tasting featured wines and writing notes, with accompanying feature researching, sourcing images, writing content, and posting to web platform for new wine releases and educational content – on subjects as diverse as Pinot Noir Guide, Wine Additives explainer, new releases from Minimum Wine & Rosnay.

Targeted Email and PR Product Launch Campaigns

This retainer project for Michael Hall Wines supports the release of the new vintage product range throughout the year with press release writing, new product sampling and key wine media distribution; as well as launching the wines with targeted, sales-driven email direct marketing to the consumer database and location-based trade EDMs to drive sales and customer tastings

Trade Collateral, Website and Social Media Management

This ongoing retainer for Levin Wines Australia includes supporting the sales function with targeted, location-specific on-premise and off-premise marketing and collateral development like price lists, point of sale signage and customer presentations. As well as website development and ongoing management and social media management.

Digital Communications Management

For collaborative UK import channel, Great Wine Estates, Wine Brain developed the brand story, website and researched portfolio with technical and tasting notes, individual producer backgrounds and winery logos, videos and images; marketing collateral, order forms, menus, press releases and Mailchimp EDM and social media all managed for updates and accuracy.

Brand Voice, Marketing Program & Activity Calendar

For a Macedon Ranges vineyard, Mount Monument, we worked with Eleni Arbus to deliver a detailed Marketing Program within the defined brand voice, focusing on direct to consumer sales, while supporting the trade with key promotions. Strategy, tactics and activities will be designed to increase consumer brand awareness and database development, support trade sales and reputation, and drive eCommerce and online engagement, presented in January 2019.

Promo Strategy 20th Birthday Festival

This promotional strategy for Melbourne wine retailer, Armadale Cellars, comprised an integrated, five-month social media, PR and event campaign to promote their 20th Birthday #AC20thBdayFest. The social and PR campaign ran over the tasting calendar, promoting key wineries and rewarding consumer purchases with a ‘golden ticket’ to drive sales and event attendance, between May and September 2017.

Brand story, Comms kit, Web development

Worked with the established, small, boutique label to develop a rich and authentic identity to effectively differentiate them from competitors. Incl. their key messages, brand story, regionality and winemaking philosophy. Researched core consumer and benchmarked wines against like products. Produced detailed tasting and technical notes for trade and consumer. Developed comms kit for email marketing, press release, collateral, and website development.

Brand story, 12-month Comms plan, Trade and consumer events

Launched Glenhope Vineyard’s new label, defining grower vineyard, site specificity, regionality, and winemaking philosophy across PR, web content, and collateral. Tasted and wrote tasting and technical notes for trade, social, email marketing. Developed a 12-month comms strategy incl. targeted wine media PR send outs, social channels, wine show results promo. Plus, event calendar (small/major events), and targeted trade for sales tastings.

Marketing Program & Activity Calendar

For Beechworth producer, Indigo Vineyard, Wine Brain developed a consumer-focused Marketing Program, including multichannel strategy, activities and tactics, geared to cellar door sales and database increase and retention, presented a detailed, annotated Activity Calendar, of EDM, social content, brand collaboration, sponsorship leverage and community development.

Export Development Support

This export development support project for Bird On A Wire Wines comprised developing a brand story and key product messaging for importer meetings at the Hong Kong International Wine Show, including PowerPoint presentation and takeaway collateral for prospective shippers.