Overview
Boutique winery repositioning with TPC for luxury market expansion.Plinth Wine is a boutique winery that has garnered a reputation for producing exceptional wines, known for their meticulous craftsmanship and exclusive offerings. After selling their original Forts Wine Barn and vineyard, Plinth embarked on a new chapter to expand their reach and build brand awareness among luxury wine enthusiasts. This new direction was in partnership with TPC, a renowned strategic communications agency specializing in luxury and high-end lifestyle brands. Together, they sought to position Plinth Wine as a must-have label among connoisseurs and affluent consumers.
Objective
Increase awareness among high-end wine consumers.The primary goal of this campaign was to increase brand awareness of Plinth Wine among luxury wine lovers in the highly competitive high-end market. The campaign aimed to raise the brand’s profile and generate demand by appealing to a niche group of sophisticated consumers, ultimately driving interest in their exclusive wine offerings.
Strategy
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Heritage Storytelling
Developed a brand narrative focused on Plinth Wine’s craftsmanship, legacy, and exclusive offerings to captivate luxury wine enthusiasts. -
Prestige Media Outreach
Secured features in high-end lifestyle, culinary, and wine publications to build brand credibility among affluent audiences. -
Influencer Collaborations
Partnered with carefully selected wine and lifestyle influencers to create authentic, aspirational content that resonated with connoisseurs.
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Exclusive Tasting Events
Hosted private wine tasting experiences for media, influencers, and high-net-worth individuals to create immersive brand connections. -
Strategic Market Positioning
Positioned Plinth Wine as a must-have luxury label, distinguishing it from competitors in a crowded premium market. -
Sustained Engagement Campaign
Executed a phased, multi-month PR strategy to maintain interest, deepen relationships, and build lasting brand loyalty.