Well Red Wine Magazine

A strategy case study



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.


  • Develop a comprehensive marketing strategy


  • 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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