Building a brand, like crafting an amazing wine, takes more than just one ingredient. Truly great wineries approach their brand experience from a lifestyle perspective. Your winery’s brand is an experience. In this series, learn how to surround your consumer with the hallmarks of their best life.

The Basics: All of the Feels

Your number one job as a brand is to evoke an emotion. What is that one feeling that brings people back again and again? As our brand strategist Amanda says, “Wine lovers will choose a rosé because it is their go to varietal, but they will select your rosé because of how you make them feel.” Remember this while building out your brand strategy. What part of your consumer’s fantasy are you fulfilling?

Wine lovers will choose a rosé because it is their go to varietal, but they will select your rosé because of how you make them feel.

Whether it is a feeling of a peaceful day at the seaside, a warm gathering with friends, or a counter culture experience, honing in on how your brand connects with consumers and makes them feel will provide guidance for your marketing decisions.

Lifestyle Brands for Wineries

Successful winery lifestyle brands provide consumers with the tools they need to enhance their lifestyle and empower their self expression. Begin by developing a psychographic profile for your ideal consumers. Ask yourself these questions: What are their attitudes, habits, and interests? Where do they live? What brands do they love? How do they buy their wine? What do they do in their spare time? Focusing on your ideal client helps you refine your message and branding approach and pin point how you fit into the larger picture.

Successful winery lifestyle brands provide consumers with the tools they need to enhance their lifestyle and empower their self expression.

Solve Don’t Sell

Focus your efforts on what your consumer’s life looks like without your brand. What problems does your winery solve for them? What pain points does it address? Try not to focus on functions, but feelings. “Our wine provides a taste of escape. A quiet moment in a stressful life.”

Scout Driscoll

Founder and CEO

Founder and CEO, Scout’s earned all the badges. When she’s mentoring her troop, encouraging her clients, forging a path for her agency, or raising her family – her enthusiasm and earnestness sparks feelings of purpose and possibility all around. Recently she was a judge for the 2020 Beverage Tasting Institute Packaging Design Awards.

Follow Scout on LinkedIn