Holland Marsh Wineries

Project background

Create the summer membership e-newsletter for Connoisseur and Sommelier Club members of Holland Marsh Wineries.

Include an intro page and side dish descriptives alongside pairing notes of selected wines.

GOALS - Confirm membership renewals, gain new members, and encourage more wine-drinking experiences!

Audience & Tone

The wine club members are people of all (legal) ages who appreciate taking time to savour good wine alone or with friends and family. They value supporting local, enjoy trying new wines and buying favourites. They want the convenience and excitement of quarterly wine deliveries that offer new flavour profiles and fresh pairing suggestions.

The tone should be exciting, fun, and proud.

Emphasize creating good memories with great food and curated, premium wine!

Creative process

After speaking with senior winery staff I learned the importance of their sun logo and incorporated it in the intro.

I reviewed chosen recipe cards for main dishes and helped to select side dishes to then create copy for.

• 2 vegetarian options

• 1 dessert

  Dimensions = Standard 600 px email newsletter with 4 pages.

Final result

To remind members that they are provided with an elevated and exclusive experience with words like hand-crafted, premium, and curated. Happy hosts have happy guests that tell their family and friends about a good experience and will want to duplicate it. This will in turn increase winery visits, sales, and memberships.

My copy is simple, light-hearted, and informative. I provided mouth-watering descriptives and wine-tasting notes to partner with an enhanced experience that only a foodie could love (or a novice could grow to love). I threw in some cheeky comments and play-on-words for extra conversation material.

Understanding the tasting notes is not truly the point - taking the time to enjoy the wine is really what it is all about.

Metrics for membership renewals and wine sales outside of membership benefits are TBD.