Connecting with Younger Wine Consumers

Client: Montes Wines

Goal Starting in June 2017 Benson’s goal was to improve consumer engagement following company’s investment in a large but unengaged fan base, as well as to appeal to younger consumers.

Social Strategy

• Developed more creative content including Benson’s studio photography, moving images, and content connecting Montes brand with attractive aspects of Chilean culture: travel, art, music, cuisine, holidays, etc.
• Refined messaging to focus on pillars: Chile, sustainability, innovation, leadership, and the brand’s angel icon.

Results: End of 2017

• Facebook engagement: rose from 2%-4% to 5%-7%
• Facebook audience: 77% between 25-44 years, indexing younger than general Facebook audience
• Instagram engagement: rose from 1-2% to 16%-18%
• Instagram Audience: 50% of Montes’ followers are 34 or younger, indexing younger than general Instagram audience

The campaign continues through 2020, focusing on raising awareness and encouraging retail sales.