The Challenge: Bringing a Top-Tier New Zealand Wine to the US
This wasn’t our first time working with an international brand, but Villa Maria Wines had an exceptional challenge: their primary fan base existed in a country where sheep outnumber humans.
Despite Villa Maria being the top New Zealand exporter of wine to the United States, their consumer awareness was floundering. When we began working with Villa Maria only 7% of their audience lived in the US, while 60% of their Twitter fans were male. Furthermore we noticed that any social conversations happening around New Zealand wine rarely mentioned New Zealand explicitly – US consumers don’t necessarily care about the provenance of a wine.