Winemakers of Rutherglen

October 19, 2017

The Winemakers of Rutherglen are an inspiring collective of 19 wineries from one of Australia’s most historic and iconic wine regions, boasting more than 150 years and seven generations of winemaking history.

littleBIG worked with the Winemakers of Rutherglen to develop their 16/17 Marketing Strategy, with the goal of improving awareness and interest in Rutherglen wines, purchase of Rutherglen wines by trade and consumers and increase consumer intent to visit Rutherglen.

The multi-faceted marketing strategy involved a repositioning and rebrand of all creative, a marketing workshop with the wineries themselves, a PR campaign, social media overhaul, advertising in Broadsheet, Jetstar Magazine and James Halliday Wine Companion and both an in-region media/trade/influencer famil and a Melbourne trade and consumer event, Rutherglen in the City.

Our PR, events and social media outcomes have been hugely successful to date: 67 pieces and $535,671 worth of media and influencer coverage in five months (with even more exposure achieved promoting Rutherglen in the City), a combined Facebook and Instagram audience of 10,842, and an average social media engagement rate of 4.3 per cent.