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, zero sugar range.
Over the past year, Lacuna has 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 a review of the wellness category. Clear and actionable insights were used to develop an overarching global strategy that included a detailed communications approach, market localisations (across twelve 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. Lacuna was also responsible for the supporting media campaigns including agency management and governance.
The PURE Winery’s range of wines are currently stocked in four markets across retail and in venue, with Australia set to launch in the coming weeks. Lacuna Agency will be responsible for all marketing activity to support the Australian launch in store and in venue.
The future of wine is here.