Background
One of Canada’s most recognized wine brands had reached a critical point in its evolution. Tina, who was the portfolio lead at that time, was tasked with driving growth and strengthening performance in the crucial LCBO channel. With a mandate to develop a comprehensive strategy, Tina identified the need for bold product innovation, a renewed visual identity, and a modernized marketing approach.
Insights and Outcomes
The results were transformational:
The portfolio became a top performer at the LCBO
By addressing challenges with creativity and strategic focus, Tina’s leadership and her framework positioned the brand to thrive in a highly competitive market.
Revamping the Brand’s VQA Identity
Recognizing that packaging is a critical touchpoint, Tina led the creation of a new design for the portfolio’s VQA wines.
Identifying the Consumer Opportunity
Through consumer insights, Tina identified a gap in the sparkling wine category. This insight became the foundation for new innovative product launches that tapped into rising trends in both rosé and sparkling wines.
Driving Awareness Through Strategic Marketing
The launch was supported by an integrated marketing campaign and retail programming that created a consistent, integrated and compelling narrative.
Strategy
Driving a Legacy Wine Brand Back to Growth
Objective
Revitalize a VQA portfolio, focusing on driving growth for its gateway wine.