Anthologist Strategy
This is a story that started many, many years ago in a far away place. Childhood sweethearts, Grant and Linzi Carr, dreamt of a life beyond their native Scotland. A life of new discoveries and adventure. In 2006 that dream became reality with the pair migrating to Australia and settling in Adelaide.
Surrounded by some of the world’s greatest wine regions—Barossa, Clare, Adelaide Hills and McLaren Vale are all within a 90-minute drive—it is perhaps not surprising the couple quickly grew a passion for Australian wine. A decade later, Grant and Linzi acted on this shared love and purchased a vineyard in the Clare Valley. Grant gave up a career in IT for a new role as viticulturalist and vigneron.
Initially, Grant sold all his grapes to local winemakers but began holding some back to experiment with. These first wines were well received and started to win awards, so he decided it was time to expand the business as a wine producer. He briefed us to help him develop a brand under which he and Linzi could sell their wine and build a legacy for their daughters.
When we met Grant, it was immediately evident he was a gifted storyteller, a trait he apparently picked up from his grandfather. As a wee lad, Grant loved to listen to his grandfather’s stories. Tales that would stretch and flex depending on his mood, never to be told the same twice.
We have long believed in the power of storytelling. Stories build purpose, culture, clarity and meaning. Stories are what your customer remembers and comes back for. Everything we take for granted, from currency to nation states to religion, exists through storytelling. Central to Grant and Linzi’s purpose is bringing people together to share and create new experiences and life stories. They see wine as the conduit.
And with that, the name and central brand pillar was set, with well told tales (over a glass of wine, of course) at its very core.
