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.

Strengthen the Brand, Align Key Assets & Increase Social Impact

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.

Vintage Marketing Yields Results

Tony called on CREW Marketing in Kelowna to work with his team to provide local support and strategic direction. CREW was closely integrated with all design projects, content development, digital strategy and execution. Aligning a strong foundation of assets and building consistency in the brand not only built brand equity but also provided clear messaging for consumers while serving as a base for enhancing their social profile and increasing online sales. Taking advantage of CREW’s Marketing Management Program also allowed for the exploration of new marketing opportunities.

  • 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.

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Harvesting the Results

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.

Results are in the details

Rethinking the web experience and design to be optimized for consumer experience.

Partnered with guest illustrator to create the Cailleteau Gamay Nouveau wine label.

Create visuals that are inspired by our heritage.

Driving results by increasing engagement on our social channels.

Advent calendar inspired package design created the perfect gift for a holiday surprise.