Backpack Wine


Core Issue

To draw in investors and inform a go-to-market strategy, the market opportunity for canned wine and the brand narrative needed to be explored and defined in detail.

background

The client was winding down a great career in the spirits industry; he knew how to find the right grapes and had access to new canning technology, but wanted a brand to bring the story together.


Solution

The first step we took towards defining the market opportunity was with secondary research, pulling from industry trends and periodicals, competitive analysis, and taking a stab at identifying white space for the brand narrative to find its voice and niche.

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Primary research

To validate the findings, I recruited and facilitated four focus groups that covered several swaths of incomes, ages, wine knowledge, and social interests - the main commonality being self-identified as positively social and being an enjoyer of wine.

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From the groups, I was then able to review their feedback regarding key features and benefits, positioning statements, and mood boards to finalize a point of view that I could present back to the wine team. With some tweaking at the end to bring the brand ideals and consumer opinions together, we had a fully fleshed idea to work with and take forward into content and marketing strategy.

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Results

  • Developed pitch, social media, and PR materials with the brand team

  • Wrote a creative brief and sourced packaging design with amazing designer Laurent Valet

  • Backpack Wine is available to ship to 36 states across the country and can be found in Chicago professional sports stadiums

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