Let's be honest - cask wine gets a pretty bad rap. It's hidden away in the back corner of the bottle shop where it's hard to find, and and where you don't want to be seen. Some is good, some is terrible, not much of it is reliable.
Our challenge was to introduce a cask wine of consistently great quality to a new generation of drinkers who had never tried the format before. And when we saw the beautiful pack designs by Harcus Design, we were pretty excited - The Winesmiths had the potential to reinvigorate the whole category.
The positioning, "Crafted for your glass" emerged from the insight that while wine consumption is measured by the bottle, most of us only want a glass or two. The Winesmiths provides high quality wine by the glass, without the need to polish off a whole bottle for fear of it going to waste.
In addition to the brand platform, Showpony created a range of sales collateral and trade promotions for The Winesmiths, all centred around making cask wine just that little bit more social.
The response from retailers and consumers has been phenomenal, with sales on track to achieve the 12 month target in just a fraction of the time.
Here's cheers!
