Helping a beloved neighborhood shop expand its online presence.
Vine Wine
Vine Wine has been a fixture in New York City’s wine scene for nearly 15 years. The thoughtfully curated shop highlights conscientious farmers and winemakers from around the world, and presents their artistry without snobbery. Guided by owner Talitha Whidbee’s down-to-earth attitude, Vine became a neighborhood institution known for their stellar selection, friendly staff, and a no-nonsense approach to sharing great wine.
The Situation
When COVID-19 slowed New York City to a crawl, Vine Wine didn’t want to lose its local charm in the race to sell wine online. A large inventory and tradition of hand-selling their wines meant Vine couldn’t simply upload everything onto a basic website, and the staff struggled to replicate the brand’s highly curated tone of voice in emails and web copy.
Overview
Email Marketing
Social Media Planning
Product Copy
Vine Wine
Approach & Strategy
We studied Vine Wine’s style guide to identify the words, phrases, and style that Vine customers loved from their in-store experiences. We applied those elements to new products to efficiently create an online version of the store that resonated with customers down the street and across the U.S.
Vine’s weekly emails are crucial to connecting with their customers, so we updated their framework to support in-email purchases and make it easy for Vine’s team to collaborate. We simultaneously translated the new email strategy to social media, developing a range of cadences and post types to identify which platforms and styles resonated with their thirsty customers. These updates ensured consistent communication with a devoted local mailing list, and helped Vine keep clientele who had moved outside of the neighborhood.
We love collaborating with Vine Wine, and we’re always eager to try bottles from their favorite producers.