Attracting New Members to an Exclusive Members-Only Wine Club
Challenge
Launched in 2020, The Vines Global is an exclusive explorer’s club and the first worldwide community dedicated to winemaking. The Vines tasked Berk Communications to tell their unique story, with a focus on how they stand out among other luxury experiences and memberships, with the goal of obtaining new members around the world.
Action
To announce the launch in 2020, Berk Communications worked with The Vines Global to organize and plan an in-person media event. However due to the pandemic, both teams had to quickly pivot to spread the word of this new global wine membership in a virtual space. Berk and The Vines worked together to create and execute virtual blending sessions and invited select top-tier media to participate. Media received three bottles of wine from the region of their choosing within The Vines roster, as well as a label making kit and during these blending sessions, each journalist received a one-on-one blending session with the renowned winemaker of the region.
To continue the momentum as travel restrictions lifted, the Berk Team began outreach to select luxury travel and wine writers, extending invitations to attend The Vines’ one-of-a-kind blending escapes, in various regions including Champagne, Napa Valley, Priorat and more. To supplement activities between blending escapes, Berk Communications conducted targeted media outreach and storytelling, introducing The Vines to new consumer lifestyle, food and beverage media, positioning CEO Michael Evans as a thought leader in the wine industry, and establishing The Vines as a leader in the luxury travel/wine membership space.
Impact
Over 275,678,663 media impressions from media trips + general targeted pitching
More than 61 media and social media placements to date
