Case Studies

How do you build a new wine distribution channel?

Despite being one of New Zealand’s showcase wine brands, Grove Mill was experiencing a decline in cellar door sales with fewer visitors visiting to the winery. However, cleverly they had collected over 1500 names and email addresses from visitors and recognised that this presented an opportunity to develop a whole new distribution channel: internet wine buyers.

Email marketing was identified as the perfect vehicle to communicate regular monthly wine promotions to customers who had experienced Grove Mill before; increasing both sales and brand awareness. YouMail was selected as the tool of choice because of the extensive advertising and marketing support available in the support team. The campaign was rapidly expanded to include exclusive member offers and advance notice of new vintage launches, successfully encompassing both retail and brand objectives.

After nine monthly campaigns, the open rates are consistently around 40% with a majority of orders being for at least six bottles. The bottom line is significantly higher sales contributed to in large part by the email driven component.


Contact Us:

YouMail - Auckland

PO Box 33 463, 17 Esmonde Road,
Takapuna, Auckland
Phone: 09 485 3009