Diversifying the bonds formed over a bottle of wine.
McBride Sisters Collection
Services:
Branding • Squarespace Design & Development • SEO • SEM • Photography • Copywriting • Social Media • Email Marketing • PR
Brand Descriptors:
Luxe • Bold • Progressive • Aspirational
The Challenge
Breaking into the wine business certainly isn’t easy, particularly if you’re a woman, minority, or both.
With Andréa and Robin McBride’s powerful sisterhood story, their shared passion for winemaking, and complementary personalities, launching the McBride Sisters Collection wine brand was destiny. Not only are their wines produced in each of the half sister’s native countries (New Zealand and California), but each vintage also represents a different key part of their sisterhood experience. Andréa and Robin first contracted SOM to prepare and execute a launch strategy for their new wine in a can, SHE CAN.
Our Approach
After our successful campaign—complete with a sales web page design, product photography, social media promotion, and media and influencer relations—the sisters asked SOM to continue delivering marketing & PR services for them. We then created a full rebrand to better differentiate the three sub-collections (i.e. the four originals in the Core Collection, Black Girl Magic, and SHE CAN), with a new e-commerce website, brand identity/packaging, and ongoing social media, content creation, email marketing, and blog management.
In just one year of working with McBride Sisters Collection, our team organically doubled their social media following by increasing and improving engagement metrics by nearly 200%, and impressions by 380%.
