Clients

Larrivet Haut-Brion

Developing market intelligence and consumer understanding

Situation

Château Larrivet Haut-Brion is a family-owned estate that produces wine from the Pessac-Léognan appellation. It is located in one of the most renowned and competitive wine regions in the world – the French region of Bordeaux. The ambition of Château Larrivet Haut-Brion was to position its brand among the leaders of the Pessac-Léognan appellation.

Tasks

To become one of the leading wine makers in the Pessac-Léognan appellation, Château Larrivet Haut-Brion needed to communicate its uniqueness. They needed to build a communication platform centred around a strong concept and a key visual that would allow the brand to differentiate itself in a very homogenous wine industry.
They also needed to define a communication strategy & specific 360° mechanics.

Actions

We conducted a thorough analysis of all communication campaigns developed by LHB’s direct competitors and key players in the French wine market. We went one step further and analyzed communication codes used by the industry in the United States and across the world. In-depth desktop and direct research included interviews with wine traders, brokers, as well as châteaux owners. We also examined data gathered by renowned institutions specializing in wine industry research.

Results

Combining all data allowed us not only to get an insightful perspective on the wine industry, but also to define consumer types. On that basis we developed client segmentation that allowed Larrivet Haut-Brion to target selected key audiences with a new communication strategy. Château Larrivet Haut-Brion has grown and is well recognized as one of leading Pessac-Léognan in Bordeaux.

Insights

Market dynamics
Customer understanding
Competitive analysis
Brand audit
Best practices

Strategy

Brand fundamentals
Positioning options
Leading concept
Implications & gaps

Implementation

Brand book & guidelines
Marketing strategies
Activation platforms
Communication strategies
Client journey & touchpoints

Monitoring

KPIs definition
Client experience measurement
Learnings & insights

#competitiveanalysis
#customersegmentation
#communicationstrategy
#customerretention
#customeracquisition
#consumerprofiling
#wine&spirits
#customerunderstanding
#luxurymarketing
#marketingstrategy

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