Modernizing the presence of a global winemaking icon
Paul Hobbs Winery
When wine lovers think Paul Hobbs, they think excellence. With his wealth of experience at top estates, the globally recognized winemaker has established his flagship winery as a leader in the production of terroir-driven wines. For over 30 years, their sterling reputation among industry experts hasn’t wavered one bit.
The Situation
Paul Hobbs has been putting out wines beloved by critics and collectors alike for years. That’s never changed, and neither has the core of their brand. This consistency is one of their biggest strengths. When you see Paul Hobbs on the label, you know you’re in for a stellar wine.
While the winery has a base of staunch supporters, they’ve also welcomed plenty of new devotees into the fold. When they decided to update their website, they wanted language that would tell the Paul Hobbs story clearly and concisely without losing the voice longtime fans know and love. Copy that would feel right at home for existing devotees, and accessible for anyone just getting into Paul Hobbs wine.
Overview
Website Copy
Brand Messaging
Product Copy
Paul Hobbs Winery
Approach & Strategy
Understanding the Paul Hobbs brand was key. We identified important vocabulary, phrases, and stylistic elements of their current copy. Then, we used those elements to write taglines that concisely explained their offerings, plus calls to action that would take new customers from “just browsing” to “I need to visit.”
Our entire copywriting team engaged in a collaborative writing effort to develop precise and consistent copy. Throughout the process, we worked in tandem with the winery’s in-house branding experts and design team to fulfill their vision for how the new website should look and feel. That site is a seamless transition from their previous one, appealing to the collectors and critics who’ve long loved the brand, plus a new generation of Paul Hobbs enthusiasts.
We loved creating copy that would help this brand further entrench their reputation as one of California’s premier wineries, and we look forward to tackling more projects with them in the future.