Developing market intelligence and consumer understanding
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.
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.
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.
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.
Implications & gaps
Brand book & guidelines
Client journey & touchpoints
Client experience measurement
Learnings & insights