Five ways to win in English Wine

It’s English Wine week, an event we are proud to support, and an appropriate time to share five tips on how to create successful wine brands.

With our award-winning design partner specialists in drinks brand identity, packaging and logo design - Will Parr from Studio Parr - we explore how to go from vine to shelf to glass, and build a wine brand customers love.

It is a comprehensive proven process spanning market research, brand strategy, name generation, brand narrative and messaging, and - working with Studio Parr - visual identity and logo design.

(Image Credit: Studio Parr)

One: Tell your own strong brand story

‘Be yourself. Everyone else is already taken.’ said Oscar Wilde.

To stand out amongst the sheer choice of wines is the challenge. There is so much variety: hundreds of bottles, from every part of the world, displaying labels which feature unusual regions, varietals, names, designs, and colours.

But English wines have their own specific brand stories. Stories to be proud of.

The challenge is to make their themes - origination, production, expertise, authenticity, sustainable nature, regional culture, terroir, varietals and passion - compelling and engaging. No one wants well-trodden wine brand marketing.

It’s how we say and show these stories that is our expertise. The brand story has become an accepted, important, marketing tool and enables brands to connect, express personality, and communicate core values. The best celebrate craftsmanship, love of place, creativity and respect winemakers' passion. They need to be supported by thoughtful art direction, label design, and creative expression.

See some case histories showing how to create competitively powerful emotional, and rational narratives.

(Image Credit: Studio Parr)

Two: Know your customer

Our approach is always to understand the strategic/business objectives – and the consumer.

Like any other brand development brief, market research has a role. Wine drinkers are more knowledgeable - many are actively seeking taste notes, country, varietal and production information - and the trade are supportive of new wines off the beaten track with interesting backstories and provenances. But it is still hard for a wine to cut through, and for the established ones to remain relevant. Understanding potential drinker’s need states can be helpful.

English wine is premium wine and excellence matters. People are willing to pay more for high-end products as they’re buying top quality. That can be defined differently – grapes, terroir, geography, community, added value experiences, wine craftsmanship, and where that brand is seen - but it’s got to embody a world of delicious taste, belonging, and desirability.

(Image Credit: Studio Parr)

Three: Creativity in the design process

The brand story is the springboard to the creative process and essential for building a meaningful identity. The story behind a vineyard - its location, people, values, and passion - provides a rich foundation from which all creative decisions can flow.

When branding and packaging are rooted in an engaging narrative, they become more than just visuals; they become expressions of who you are and what you stand for.

This connection ensures consistency across every touchpoint, from the label design to marketing materials, resonating more deeply with your audience. A good sincere story not only inspires creativity but differentiates a wine.

(Image Credit: Studio Parr)

Four: The route to market (RTM)

Once vines have been planted and the foundations of the brand established, a sales strategy is needed. Brands need a well-structured RTM plan to achieve market penetration, consumer loyalty, and long-term profitability. They need to be clear who they are targeting, for example local consumers, wine enthusiasts, tourists, premium wine drinkers, casual consumers, or millennial buyers - and how to reach them.

On-trade, Off-trade, or direct-to-consumer they all have their own cost structures and profitability and need the approach e.g. distributors, or importers. The route selected influences how a wine is perceived.

Each route demands a tailored strategy, but all benefit from a compelling brand story, quality assurance, and marketing visibility. Names and label designs aren’t enough. Producing quality wine only makes sense if it can reach the right people.

(Image Credit: Studio Parr)

Five: Creating a living, breathing, brand experience

Your brand story and branding can elevate your English wine beyond just a bottle - it becomes an experience. A strong, authentic story should inspire every touchpoint, from packaging to merchandise and gifting, creating deeper emotional connections with consumers.

Branding extends to the design of your tasting room, evoking the essence of your vineyard and offering visitors a memorable, immersive experience. It should also guide your presence at events, helping you align with those that reflect your values and audience.

Remember, you are not just selling wine. You are selling an experience, an aspiration. Yes, delicious taste, but also knowledge, connoisseurship, prestige, status, identity, personal belonging, cultural capital…

A wonderful enrichment to life.

Here's to developing successful drinks brands

You can read more about our drinks experience here and that of our close creative associates Studio Parr, the award-winning design studio specialising in premium drinks.

Our collective experience includes Chivas, Beefeater, Hayman Distillers, Talisker, Kylie Minogue Wines, Estandon, Esporao, Hatch Mansfield, Neleman, Ehrmanns, Marques De Riscal, Albourne Estate, Hoffmann & Rathbone, Pirr Wine, Leonardslee Vineyards, Accolade Wines, Grange vineyards, Johnnie Walker, Jack Daniels, Stolichnya, Adnams, Siren Craft Brew, Tuborg, Tiger, Carlsberg/Heineken and Diageo/Guinness.