Wicks Estate Strategy
The Wicks family have a long history in primary production. After developing the family orchard and nursery, brothers Simon and Tim bought land in Woodside and started planting the property to Sauvignon Blanc, Riesling, Chardonnay, Pinot Noir, Shiraz and Cabernet Sauvignon in 2000.
The Wicks Estate label was launched two years later.
As with many young wine businesses, Wicks Estate grew organically and by responding reactively to marketing and sponsorship opportunities. Simon and Tim knew that to take Wicks to the next level and realise its full potential, they needed to look more strategically at their brand, identity, packaging, communications and ongoing marketing.
Market research and trade interviews showed that Wicks Estate’s brand and livery were seen as “old fashioned” and not representative of the quality of their wines.
The brand suffered low awareness and had little uptake amongst younger females, even though the business had sponsored Adelaide Fashion Festival for over 10 years—they had never leveraged the partnership.
Our strategy was to completely reposition Wicks Estate to appeal to a younger female drinker, and relaunch the new Wicks at the Adelaide Fashion Festival in front of that very audience.