Wine Dialogues
OVERVIEW
As the owner of nearly 100 wine brands, E & J Gallo Winery needed a central hub to highlight its premium wines and bring together content for retailers, influencers, and other buyers in one cohesive destination. The site needed to support a range of content and engagement features, including articles, press kits, a podcast, and event promotions.
Client
E & J Gallo Winery
Scope
Create a brand and website that organizes fine wine content in a clear, thoughtful way, with an easily searchable archive for past content. The project also included designing a newsletter email template and establishing a style guide to support consistency across the brand.
Results
Delivered Wine Dialogues, a scalable website experience for fine wine content, making it easier for users to search for and explore articles, press materials, podcasts, and events. The addition of a newsletter template and style guide also created a more consistent and maintainable brand system.
PROBLEM
Create a digital home for all things fine wine
With no existing website in place, a new digital home was needed that could bring together content for retailers, influencers, and other buyers. The challenge was to create a clear, cohesive experience that supported multiple content types while establishing a scalable archive.
1
With no existing digital presence in place, the entire brand and experience needed to be created from scratch.
2
The website needed to feel engaging and valuable even with a limited amount of initial content at launch.
3
A searchable archive was needed to preserve and organize future content.
THE APPROACH
Analyze the market and design the content
We identified current market needs to ensure the content met audience expectations and delivered relevant value.
Customer tiers
Influencers and their elite counterparts, the Icons, are the gatekeepers who make or break success in Fine Wine Retail. This two-tiered, B2B target audience exhibits the following characteristics:
Influencers
Account does at least 50% of its revenue at $18+ on 750ml format.
Account has a consumer-engaging wine program (including but not limited to: email, personal recommendations, guided trips to wine regions, sponsored tastings).
Icons
Represents the top 1% of all Wine Retail in terms of luxury wine.
Participates in the futures & auction market.
Carries rare and back vintage wine.
Stores wine in a temperature controlled environment.
Has an email list exceeding 10,000 consumers.
Hosts consumers on travel to wine destinations.
Consults on personal cellars for consumers.
Persona
Since Icons represent an elite subset representing a very small percentage, the Influencer Persona characterizes the broader audience
THE DESIGN
Launch the premier digital experience tailored to the fine wine market
The new website was geared towards all consumers of fine wine, but especially the influencers and the icons.
Sitemap
The site was organized in a way to make current and past items easy to find, with the most recent items at the forefront
Select final designs
Email template
Digital Style Guide
