During the corona pandemic, many industries faced major challenges, and the wine sector was no exception. With restaurants and hotels closed, customers were suddenly missing. When we noticed that many wine producers and competitors were sharply reducing the price of their Pinot Noir or partly giving gifts to customers, it became clear to us that this could be harmful to the value of the wine and the industry in the long term.
In collaboration with Caves Montani winery, we developed a new product. This is how the idea of a special selection of Pinot Noir from the affected vintage was born. This Pinot Noir was given the name “Humility”. We appealed to existing values and made it clear that there is no reason to lower the price of a high-quality product in times of crisis, as this could have long-term negative consequences for the entire industry.
Our “Humility” selection sold for CHF5 more expensive than the regular Pinot Noir. This additional CHF 5 was used regionally in the form of sponsorship. The appeal to values and humility worked: Today, Pinot Noir “Humility” is an integral part of the winery's product range and a symbol of quality and solidarity.
This project shows how strategic thinking and creative marketing can not only maintain the value of a product in times of crisis, but also support the community.
Wir machen dein Business fit für die Zukunft. Mit smarten Strategien und digitalen Lösungen begleiten wir dich und dein Team von der Idee bis zur Umsetzung. Unser Ziel? Bald schon wieder weg zu sein und von extern den nachhaltigen Erfolg deiner Brand zu sehen. Wir verbinden menschliche Kompetenz mit Technologie und den Werten deines Unternehmens. Klingt gut, oder?
