SMITH FAMILY WINES
- Marketing Planning
- Web & Social Media
- Label Design
- Media Planning & Placement
- Sales Collateral
- Email Marketing
Telling a Complicated Story
When Jason and Jennifer Smith wanted to take their marketing to the next level, they called Moxxy. Over two generations, the Smiths had expanded their wine operations from humble roots into the largest grape grower in the Santa Lucia Highlands. With thousands of acres of vineyards, a state-of-the-art winery, several premium and super-premium wine brands, a tasting room and a wine club, the Smiths needed cohesive, streamlined messaging and an integrated marketing program to tie it all together.
Simplifying the Message
After developing a marketing plan, including strategic brand messaging for each target audience and a 12-month tactical plan, Moxxy created an umbrella brand, Smith Family Wines, as the foundation from which they could explain their complex story.
We designed a logo that complements the preexisting product line brands, then created a brand style guide, stationery package, tasting room collateral, wine club communications, rack card and tasting room ads.
Online, Direct and Retail
We developed a mobile-responsive ecommerce website that uses video vignettes to show their stunning locations, beautiful labels, charming tasting room and lovable wine dogs.
We managed their social media channels, crafted regular communications to wine club members, wrote and distributed ongoing PR news, and created an email newsletter for distributors and club members.
To support a new retail distribution initiative, Moxxy developed a national ad campaign, designed sales collateral and in-store merchandising. We also redesigned the Paraiso Vineyards retail labels to upgrade the product line’s image, make it more consistent with the other lines, and give the wines stronger presence on shelf.