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

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.

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.

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.

created a communications strategy to launch its new label, incl. defined Glenhope Vineyard as an established grower vineyard, with 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 comms strategy, Wine Brain developed a 12-month comms strategy incl. targeted wine media PR send out campaign. Developed social media channels and advert buys. Strategic wine show awards entries and results promotion. Developing consumer event calendar or small scale and major event participation; with close ally collaborative events. Targeting local trade contacts and arranging vigneron tastings, with planning for trade rep on-boarding.

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.