Overview
Plinth Wine is a boutique winery that has garnered a reputation for producing exceptional wines, known for their meticulous craftsmanship and exclusive offerings. After selling their original Forts Wine Barn and vineyard, Plinth embarked on a new chapter to expand their reach and build brand awareness among luxury wine enthusiasts. This new direction was in partnership with TPC, a renowned strategic communications agency specializing in luxury and high-end lifestyle brands. Together, they sought to position Plinth Wine as a must-have label among connoisseurs and affluent consumers.
Objective
The primary goal of this campaign was to increase brand awareness of Plinth Wine among luxury wine lovers, particularly in the highly competitive high-end market. The campaign aimed to raise the brand’s profile and generate demand by appealing to a niche group of sophisticated consumers, ultimately driving interest in their exclusive wine offerings.
Strategy
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Heritage Storytelling
Developed a brand narrative focused on Plinth Wine’s craftsmanship, legacy, and exclusive offerings to captivate luxury wine enthusiasts. -
Prestige Media Outreach
Secured features in high-end lifestyle, culinary, and wine publications to build brand credibility among affluent audiences. -
Influencer Collaborations
Partnered with carefully selected wine and lifestyle influencers to create authentic, aspirational content that resonated with connoisseurs.
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Exclusive Tasting Events
Hosted private wine tasting experiences for media, influencers, and high-net-worth individuals to create immersive brand connections. -
Strategic Market Positioning
Positioned Plinth Wine as a must-have luxury label, distinguishing it from competitors in a crowded premium market. -
Sustained Engagement Campaign
Executed a phased, multi-month PR strategy to maintain interest, deepen relationships, and build lasting brand loyalty.