In this week’s egtabite we introduce a creative project carried out by Seven.One Media in Germany, where the sales house made use of its full value chain to build a niche e-commerce brand.
The German e-commerce market has been growing steadily over the years, and the appetite for buying wine online has been no exception. When assessing the market opportunity, the data gathered by Seven.One Media revealed how wine e-commerce had grown above average compared to many other products. Yet, the online share of total wine sales was low, or less than 10 per cent of the total wine market in 2021. The opportunity was thus to enter the expanding market of online wine sales, which in 2020 accounted for a total of €900 million in Germany.
VINZERY is born
Seven.One Media created a new e-commerce brand, VINZERY. The new company was created in partnership with PlusWine an established e-commerce company in Germany. The two partners focused on their core strengths from the get-go: Seven.One’s responsibilities cover media relations, brand management, marketing and communications, whilst PlusWine takes care of the product, the online shop and customer service.
Building a strong brand with the right marketing strategy was a vital part of the launch. Seven.One teamed up with the well-known German actor and comedian Christoph Maria Herbst to be the face of the brand. Together with the actor, Seven.One Media created a twelve-episode TV commercial that is simple yet very comical and to the point. Seven.One Media also set up other supporting marketing measures such as podcast ads, online ads and CRM advertising.
Award-winning results
VINZERY has been very successful since its launch in October 2020. The brand has generated additional revenues for the sales house, not only by itself as a tool of revenue diversification but also through media deals and provisions. On the business side, the wine shop has expanded its selection to include other types of alcohol as well as non-alcoholic drinks.
The success has not gone unnoticed. The effective campaign with Christoph Maria was likewise very well received, and in 2021 it won the German Brand Award, at the renowned annual competition organised by the German Brand Institute.
The #Flutwein campaign awarded in Cannes
VINZERY isn’t the only wine-related project of Seven.One Media. In 2021, terrible floods destroyed the Ahr valley in Germany, an area known among connoisseurs for its good wines. The severe weather led to a loss of lives and destruction in the area, including the wineries.
But a few bottles were saved from the flooding. Marked by the mud, they were the origin of a new solidary brand: #Flutwein, which literally translates as flood wine and, as slang, is commonly used in German for bad wine.
The Seven.One AdFactory campaign sold over 200.000 bottles and generated over €4.5 million in donations for the area in 6 weeks. The bottles were sold and distributed via crowdfunding, and about one thousand first-edition bottles were sold for up to €500 a piece. In an open auction, one of the limited first edition bottles was sold for €30 thousand – double the price of the previously most expensive wine bottle sold in Germany.
The #Flutwein – Our worst vintage campaign received a Gold Lion at the Cannes Lion Festival in 2022 in the PR category of Social Engagement & Influencer Marketing – Real-time response. It has also won other awards, including Grand Prix and Best of Shows in festivals around the world such as at the New York Festival AME and The Golden Drum.
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