Fueling a Global Growth Strategy

Challenge

Exploring what was driving and hindering people’s interest in a leading wine brand across markets, to inform the brand’s 2026 strategy for growth.

Our client, a renowned wine maker, had identified one of their brands as a top priority and a global growth brand for the business. But the brand’s performance was highly variable across markets. So they came to us to understand why. More specifically, why was the brand doing so well in some markets and not others, and how could they leverage key consumer perceptions, motivations and barriers to purchase to fuel the brand’s future growth strategy.

Approach

We started by talking with stakeholders in each of the local markets (US, AUS, UK) to understand the lay of the land and what was hindering/driving local interest in the brand. We then conducted a series of dynamic, in-person discussion groups across LA and Miami with Brand Lovers and Competitors Drinkers to dig deeper into motivations for purchasing, and equally barriers preventing it. We then explored a range of brand artifacts, including packaging, product portfolio, brand story, marketing assets and future innovations, to understand what would motivate people to choose the brand more frequently. We then repeated the process in the UK and AUS via virtual discussion groups to surface local nuances and solutions.

Impact

Our client walked away with a deeper understanding of how drinkers in each market perceived the brand, including key equities to maintain and liabilities to manage. We also provided them with strategic recommendations and considerations for driving growth, including positioning, messaging, portfolio optimization and innovation. Our work has since inspired creative briefs for the brand 2026 creative comms campaign—a conclusion as bright and refreshing as the wine, itself.