As one of Canada’s foremost family-owned estate wineries, Quails’ Gate Winery has shaped the development of the wine industry for over six decades, focusing on making the Okanagan Valley a true culinary destination. Along with Old Vines Restaurant, Quails’ Gate Winery has built its reputation on three pillars: providing consistent high-quality wines, delivering an exceptional visitor experience and ensuring excellence in customer service.
Though there was significant brand equity associated with the Quails’ Gate Winery name, increased competition in an ever-expanding market meant consumers had more choice than ever when it came to purchasing wine. Tony Stewart and his team wanted to elevate the entire brand and ensure all their key marketing assets were aligned, consistent and on point. At the same time, improving the online user experience was a priority as was amping up their presence on social media platforms.
A Defined Strategy
The cornerstone of a solid brand refresh is a solid marketing strategy. CREW's Kelowna team sat down with the Stewart Family and their marketing team to determine direction, focus, tactics, budget and, ultimately, what success would look like for them. Bringing them onboard with our Marketing Management Program allowed for ongoing communication and performance tracking.
A New Tagline
CREW developed a tagline for Quails' Gate Winery: #PairTheMoment. This instantly and uniquely positioned the winery in the market while also serving as a hashtag for a strong social media campaign that encouraged users to interact with both the brand and its products. Becoming a core part of the brand, the online campaign served to further reinforce the tagline's effectiveness.
A Visual Portfolio
Ensuring a consistent visual experience for the brand was critical, especially when it came to their online presence and social media platforms. CREW set up a series of powerful content gathering sessions that included both video and photography. This content portfolio showcased the brand and augmented the new tagline by pairing local business products with Quails' Gate wine.
An Enhanced E-Commerce Experience
To further increase the winery's online presence, CREW designed and developed a new e-commerce website to support online sales while improving brand awareness. The integration of stunning imagery, an exquisitely-shot video and tastefully-crafted copy further enhanced the site while creating a space for users to appreciate the full Quails' Gate experience, which included tours, tasting, dining and accommodations.
A Social Gathering
To further build brand awareness, clarify communication and generate online activity, CREW developed a multi-channel promotional campaign that included social media platforms, video campaigns and digital ads. This resulted in a large social media following by expanding their audience on major platforms like Facebook and Instagram.
YOY audience increase on Facebook
YOY increase in new website visitors
YOY increase in website traffic
Success was quantified by an increase in year-over-year sales, consumer basket size, onsite traffic, social media audience numbers, e-commerce sales, event attendance, wine club sign-ups and e-mail marketing click-through rates.
Impressive results were realized in their social media platforms, with exponential audience growth occurring on both Facebook and Instagram. Digital advertising efforts lead to increases in website traffic, providing support during the winery’s slower shoulder season.
CREW also developed a new label for Quails’ Gate’s Cailleteau Gamay product launch. The label proved to be very popular, driving interest at events which resulted in post-event sales.
With CREW team dedicated to ensuring Quails’ Gate’s success, there was consistency and accountability throughout the campaign timeline, execution and delivery. An already-established brand was strengthened and its market position was improved through a well-planned, well-executed marketing strategy. A foundation of key assets was built and new channels were opened up to expand the reach of target audiences while increasing engagement with existing customers.