Background
Peller Estates, one of Canada's most recognized wine brands, had reached a critical point in its evolution. Its gateway VQA wines were struggling to compete in an increasingly dynamic, innovative and competitive market. Distribution at the LCBO was declining, market share was eroding, and the lack of new products left the brand struggling to maintain relevance.
Tina, who was the Peller VQA Brand lead at the time, was tasked with reversing this trend and reigniting growth, particularly within the crucial LCBO channel. With a mandate to develop a comprehensive strategy, Tina identified the need for bold product innovation, a renewed visual identity, and a modernized marketing approach to rebuild Peller’s VQA presence and appeal.
Insights and Outcomes
The results were transformational:
Top Performance at LCBO: Peller Bubbles became the #2 top-selling wine in its category at the LCBO, reversing the brand’s prior decline.
By addressing challenges with creativity and strategic focus, Tina’s leadership and her CX&E framework positioned Peller Estates to thrive in a highly competitive market.
Revamping the Brand’s VQA Identity
Recognizing that packaging is a critical touchpoint, Tina led the creation of a new design for Peller’s VQA wines.
Identifying the Consumer Opportunity
Through consumer insights, Tina identified a gap in the sparkling wine category. This insight became the foundation for the launch of Charmat-style Rosé and Secco Bubbles, products that tapped into rising trends in both rosé and sparkling wines.
Driving Awareness Through Strategic Marketing
The launch was supported by an integrated marketing campaign and retail programming that created a consistent, integrated and compelling narrative.
Strategy
Driving Peller VQA Back to Growth
Objective
Revitalize Peller Estates' VQA wine portfolio, focusing on driving growth for its gateway wine.