FitVine Wine is the fastest growing wine brand in the country and its sights are set on becoming one of the top ten selling wine brands. With a focus on delivering wines that have less sugar, fewer calories and carbs, and no flavor additives, FitVine Wine is evolving a traditional category that has been relatively static. Having started as a direct-to-consumer business, the brand looked to us to grow the business and to establish the brand in retail locations while reaching untapped consumers across wine, beer, hard seltzer, and spirits categories.
FitVine Wine entered the wine category in 2015 creating the healthy-for-you segment to serve entrants from other alcohol categories like hard seltzers. Since then the brand has grown exponentially, reaching consumers across a spectrum of ages and demographics, all with an underlying interest in health and wellness. As a superior product to other low-sugar wines on the market, FitVine is able to balance a clean tasting, better-for-you wine without sacrificing alcohol content.
Historically, wine brands are built on heritage and prestige with an emphasis on the point system and pairings. It’s been a category that has gone without true disruption at any point in time, making it an uphill battle to educate new and existing consumers on why they should buy into a new type of product within the category. Since this industry reaches more types of consumers than any other alcohol segment, it is increasingly difficult to create messaging, visuals, and placements that resonate across generations.
Working alongside the executive team at FitVine, we evolved the existing brand to fit a traditional marketing funnel with more consideration of business goals and category awareness building. We shifted visuals and messaging away from the predictable wine industry story in order to engage the health-conscious, wine-drinking consumer. We developed a marketing, advertising, and media plan that would carry the brand messaging and value proposition to consumers for the entire year to achieve the business expansion goals. With a plan in place, we evolved the work to reach consumers (new and existing) in more impactful ways:
Retail: We leaned heavily into white space to communicate the cleanliness of the FitVine wines and allowed the strong, colorful brand attributes to build on and capture attention.
Social Media: Keeping consistency across all channels was incredibly important since FitVine needed to elevate its brand awareness whenever possible. We developed social content that fit a structure to always evolve but adhere to a certain look and feel consumers could engage with.
Digital Creative: Again, to keep consistency, we evolved content to support the colorful look and feel to retail pieces to help guide and reinforce consumers from initial brand awareness to in-store activations.
Traditional Creative: We constantly evaluate data and adhere to a strategic structure that can easily be evolved as we develop creative based on what we learn from the digital content.
Media: We created a media mix that focused on both broad segmentation conquest and awareness, and a micro-targeting breakout to reach audiences more organically.
In the two months creative and media have been running, we’ve seen a 650%+ uptick in product locator use on the FitVine website with sales increasing 5x from the previous year, resulting in over a million dollars in online sales and even more at retail.