Fine Wine & Good Spirits
Modernizing a state-operated brand & creating an exceptional omni-channel experience for customers to drive growth
The Challenge
Fine Wine & Good Spirits was steeped in negative perception about its entire offering. It’s not easy to market a consumer brand that operates in a highly regulated industry, particularly a state-operated brand that has had to battle negative consumer perception for decades. While the brand made strides in service to the goal of building and delivering a meaningful retail brand experience, it needed to evolve the brand design and communications approach to connect with customers.
Our Approach
We identified the opportunity with adult Millennials, who were tastemakers, early adopters and trendsetters that were highly engaged in the category, and worked diligently to create a cohesive multichannel marketing plan. Bringing together education and guidance, we inspired consumers with an open-ended promise that with our selection and expertise, each purchase choice was more than just the bottle, accelerating in-store traffic and driving sales.
Traffic Driving Results
These efforts have contributed to year-over-year growth
for Fine Wine & Good Spirits.
$5M
in e-commerce sales in FY 18-19
$2.5B
in total sales in FY 18-19
14.6%+
increase in social following
Get In Touch
For more information about our offerings and capabilities, and how Tierney can work with you, contact Tracey Santilli at tsantilli@tierneyagency.com or 215.790.4394.