Clients - Wynns Coonawarra
INDUSTRY: Consumer Goods
CATEGORY: Wine
MARKET: B2C
COMPANY: Treasury Wine Estates
BRAND: Wynns Coonawarra
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Brand health check & market gap analysis.
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New Product development.
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Supply chain review to support NPD.
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Sub-brand creation and development.
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Marketing Plan development & execution
CHALLENGE
How to expand Wynns Coonawarra wine brand and incrementally grow the business by attracting new consumers.
PROCESS
Firstly we evaluated the brand’s market performance and brand health which then led to a full market gap analysis – including a targeted consumer profiling to attract NEW drinkers to the brand. After all the insights formed, we worked closely with brand principles to recommend changes to product mix, pricing strategy and channel allocation streaming vs the availability of wine and launch timings.
We then initiated our new product development process to create a new line extension, naming conventions, story telling, positioning and targeted marketing execution plans
RESULTS
After evaluating the brand's market position, product portfolio and gap analysis - we developed an opportunity to stretch the brand and created a new Cabernet wine in the $14-$19 price segment - called Wynns Coonawarra “The Siding”.
A huge success achieving fastest growing wine in its first year and then NO.1 selling $14-$19 Cabernet in the second year with full make & allocation.
More importantly, we successfully met the challenge of the brand by introducing "The Siding" and attracting a new younger wine consumer and thus developed an incremental revenue stream for growth.
