Well Red Wine Magazine

A strategy case study

2019

Well Red is an upcoming online wine publication that produces relevant, relatable and real content. It aims to steer away from typical wine journalism that is often elitist, to offer content that will appeal to all wine lovers, no matter what stage of their wine journey they’re at.

Brief

Develop a comprehensive marketing strategy

Deliverables

Defined Well Red’s sustainable competitive advantage
Identified primary and secondary target audiences
Defined key messaging
Clarified key brand positioning
Explored ways to effectively use relevant touch points
Mapped out a detailed three-month marketing plan

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Team feedback

“Well Red is a bold and honest brand that immediately stands out from the crowd. I loved helping to clarify the strategy and media direction for a wine publication that aims to make a difference, in what is often seen as an elitist and exclusive industry.”

Janine Langheim

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