Direct-to-consumer sales leapt 120% following the complete redress of Albury Vineyard’s brand, packaging and website design, substantially increasing the profit margin on each bottle of wine sold.
The vineyard produces award winning, organic wine but faced a number of challenges. With a small site, production capacity was limited and 75% of sales were through trade, impacting profitability.
Initially looking to redesign its poorly functioning website, a collaboration with Detail Design Consultants revealed further opportunities for growth. Addressing the brand as a whole – from brand mark, label and bottle design, to the website, marketing materials, and the look and feel of the estate itself – other revenue streams such as vineyard events, tours and wine club memberships were opened up to the business, providing year-round income.
The new design captures the craft and quality behind the vineyard’s wines and reflects its premium positioning. Brand awareness has grown and visitors to the vineyard rose 194% from 850 in 2017 to 2,500 in 2019. The new, easy to navigate website saw a 1,600% leap in sales, whilst overall the business’ wine sales increased 40% in 18 months. The rebrand had a fundamental impact on the profitability of the company.