BACKGROUND
As consumers are moving towards healthier lifestyles, wine choices are increasingly driven by the values of the consumer. Healthier options don’t just appeal to the health-conscious but strengthen the category by widening choice for all.
The PURE Winery began with a vision to create a new category of wine to meet the needs of today. Blending unique and traditional techniques in their wine fermentation process, all-natural sugars are converted into alcohol, creating the world’s first global zero sugar wine brand.
The PURE Winery approached Lacuna to research, develop and recommend a global brand strategy and launch approach to engage today’s new wine consumers with a ground-breaking new range.
Lacuna worked with The Pure Winery to develop and execute an overarching global launch strategy.
The partnership with The PURE Winery began with product development workshops, a bespoke consumer research piece and review of the wellness category. Clear and actionable insights were used to develop an overarching global strategy that included a detailed communications strategy, market localisations (across 12 launch markets), digital strategy and implementation, content development including talent sourcing and shoot and detailed stakeholder engagement strategy.
During the implementation of the brand launch, Lacuna were responsible for the creation of the consumer facing brand assets including website, trade communications and social pages across the twelve launch markets across Europe, America, UAE, Asia Pacific.
Lacuna also managed the implementation of the Australian launch working closely with the local client and retail partners to activate digital support activity, outdoor, PR and influencer strategy and approach.
BENEFITS/VALUE DELIVERED
The PURE Winery’s range of wines are currently stocked in six markets across retail and in venue, with sell-out occurring in Europe within months of launch and considerable media and consumer support.
PURE is currently available through select BWS stores in Australia with venues and other retailers to launch later in the year.
The future of wine is here.