Wine | Brand Strategy

Adelaide Hills Wine Region

The Challenge

The Adelaide Hills Wine Region is widely regarded as one of Australia's leading cool climate wine regions, but it lacked a clear strategic narrative and shared sense of identity.

Our Role

Research strategy, stakeholder engagement, brand positioning, brand architecture, communications strategy.

Outcome

The research informed a new Adelaide Hills Wine Region brand positioning, brand architecture, and communications strategy that supported members and encouraged stronger engagement with consumers, business partners, allied industry, government, and AHWR events.

Background

There was little agreement on who the region was, who it was competing against, and what story it should tell to members, visitors, government, industry bodies, and sponsors.

Approach

Started with an extensive qualitative and quantitative research programme targeting wine consumers, stakeholders, industry, and government.
Clarified who the region was, what it stood for, where it was heading, and why audiences should believe in it.
Defined how the region should talk about itself in a way that united members, attracted visitors, involved government and industry bodies, and engaged sponsors.
Built a new brand positioning, brand architecture, and communications strategy from the research findings.

Key Outcomes

Research-led brand positioning.

Clearer regional narrative.

Stronger platform for member engagement, visitation, partnerships, government engagement, and events.

Brand Positioning

Brand pyramid