AndWilder Brand Consultancy | London Sussex AndWilder Brand Consultancy | London Sussex
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Digby Fine English

Taking the brand to the next level

The Project

To increase brand awareness and develop the market entry strategy for the company’s first non-vintage English sparking wine.

The Background

Founders Trevor Clough and Jason Humphries had been looking for an idea for their own start-up for years. From the very start, the vision was that the quality of English fizz deserved worldwide acclaim and their goal was to bring this inimitably English form of luxury to discerning, adventurous customers in the world’s coolest cities.

Digby Fine English launched its first wines in 2013 in Selfridges, won its first trophy in 2014 and has gone on great adventures around the world in the years since then. It is a bold and exuberant modern luxury English sparkling wine brand and can now be found in Selfridges, Harvey Nichols, Fortnum & Mason and Waitrose.

The Challenge

Located in wine country in the South East of England, it was incredibly exciting to be appointed by the entrepreneurial founders of the award-winning English Sparkling wine brand, Digby Fine English, at the start of their trajectory, to help them build brand awareness, increase sales and deepen consumer engagement.

Following on from this initial project we were asked to develop a market entry strategy to support the launch of Digby’s first, non-vintage English Sparkling wine, at the Henley Royal Regatta.

The Solution

Building on their solid business strategy, this project had a strong sales and marketing focus as well as brand and was designed on taking the business, to the next level.

Following a detailed market, competitor, and future trends analysis, we conducted in-depth customer and influencer research. Presence at The Taste of London stand, serving the wine, meeting the customers themselves and listening to what they had to say, was an important part. Gathering valuable feedback and experiencing customer reactions first-hand, enabled us to build a good understanding of what made the Digby brand personality and their wines, special and different in customers’ eyes. It was also a great opportunity to connect with potential regional partners and media contacts.

This led to the development of a regional sales and channel strategy and marketing plan that supported, the scaling up of production volume and participation in a successful pitch to wine buyers at Waitrose and M&S, and achievement of highly ambitious sales targets.

The follow-on project was to develop the launch plan for the award-winning, sparkling rosé, Leander Pink. In collaboration with the Leander Club itself, we set out to create the first official sparkling wine brand for one of the oldest and most prestigious rowing clubs in the world.

We kicked off with a market review and research phase with a competitive audit, development of customer profiles, the brand positioning itself and then creation of a communications plan with product, pricing, distribution, sales, and marketing strategies and an outline plan of action for the first calendar year.