The Sisters Wine is a brand owned by Blind River Wines, which is part of the Lawson’s Dry Hills wine group. Early in 2015, Lisa Byrnes Whiting was contracted by Blind River Wines General Manager, Belinda Jackson to work together to re-launch The Sisters Wine as a wine brand created to celebrate and acknowledge today’s multi-tasking women, who do extraordinary things every day.
Lisa engaged design partners Gusto Design to work in collaboration with Belinda to develop new wine labels, imagery and marketing collateral for five wine varietals for the brand. Working closely with Belinda, Lisa was involved in refining and moulding the overall brand architecture, strategy and the new label direction. Charisma social also developed a comprehensive launch marketing strategy for the brand.
Charisma Social in collaboration with website design partners Circle Web Design, built and designed the engaging, interactive magazine style website www.thesisterswine.co.nz. The website includes an e-commerce solution for the online wine shop. Charisma Social was contracted to develop strategy and manage all aspects of digital and content marketing for the website as well as four social media channels- Facebook, Instagram, Twitter and Pinterest. Charisma also created and managed e-mail marketing, e-commerce promotion and all digital campaigns which included #ASistersMoment, #12DaysofChristmas #nzroseday and #sipnzrose.
The Sisters Wine continues to innovate in wine marketing as a trailblazer in the lifestyle wine category. Within five months of launching the brand had an average engagement of 6% across the major social channels, the launch campaign video has had 10,000 facebook views and social media growth and engagement consistently exceeded KPIs.
You can see an overview of the social media posting through Tagboard.