Arts Focused Wine Brands

Goals

To obtain information about wine brands that use influencer in the arts, the best strategies and tactics to increase direct to consumer sales with an emphasis on social media, wine brands that use graffiti, street art or tattoo art, and supporting case studies.

Early Findings

Wine Brands

  • Pasqua, an Italian winery, aims to transform the industry using art influencers in its ‘Talent Never Tasted Better’ campaign.
  • This campaign targets gifted young creatives who help in advertising Pasqua's products as ambassadors and return, get financial assistance to complete their studies while also gaining exposure.
  • The brand has already assisted at least three young creatives, "[created] a special edition natural wine", and have seen added value since it started using this approach. Sales have increased and there are plans to continue this campaign until 2021.
  • INTRINSIC uses graffiti art by Zimer, of a woman in a red dress as its label for the INTRINSIC Cabernet Sauvignon.

Strategies and Tactics

  • Customers appreciate getting a personalized experience from wine brands and almost 50% of customers are demanding this from wineries.
  • Wineries and wine brands should consider wine club initiatives to drive direct to customer sales.
  • In 2018, TV/Radio ads, social media, email marketing, and onsite events are among the top 10 DTC sales growth practices.
  • The main methods to use to increase DTC sales are tasting room, wine club, and eCommerce (online shop).

Social Media

  • Social media can be used for digital conversations with customers and consumers which could strengthen relationships and grow brand loyalty; using interactive web-based applications could also help.
  • Over half of U.S. adults (69%) use social media, making it easier for wineries to reach customers and gain brand awareness.
  • Social media channels such as Facebook, YouTube, Instagram, and Twitter can be used for telling stories, connecting with influencers, providing customer service, making posts in peak hours, tracking activities, and providing visual appeals (e.g. on Instagram).

Case Study

  • Jacob’s Creek Moscato Rosé used Facebook and Instagram to advertise its wine in a can. It ran its ads on Facebook News Feed in summer 2018 and got a "33-point lift in ad recall", "12-point lift in brand awareness" and reached 3.1 million people.

Summary

  • Our background research briefly touched on wine brands that use influencer in the arts, the best strategies and tactics to increase direct to consumer sales with an emphasis on social media, wine brands that use graffiti, street art or tattoo art, and wine brand case studies used to drive brand awareness.

Proposed next steps:

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