An evolving research program to reposition a premier wine brand

Our client is a manufacturer of fine wines, hailing from South Australia. In an increasingly competitive category, the business wanted to understand the current brand’s standing and guide future direction. Moreover, there was a need to future-proof the brand to allow for portfolio decisions and new launches.

In partnership with our friends at The Owl Insights, a multi-phase qualitative and quantitative study was engaged in. This started with high-level foundational insights around state of category, purchase drivers, importance of provenance, preferred varietals, regions, etc. From this, we were able to identify potential positioning territories to explore further. Subsequent phases used evolving insights and response to positioning territories and label designs to evolve and refine.

The end outcome of the research was clarity around informing the brand’s positioning, label architecture and hierarchy, marketing message mix (region, varietal), and more. The marketing and brand managers were delighted with the outcome, with the research informing decisions for years to come.