Oz Winery
Background
What could be more fun than working with a wine brand based on the characters and story found in L. Frank Baum’s literary classic The Wonderful Wizard of Oz.. Based in Wamego, Kansas, known for its Oz Museum, Oz Winery has wines with names like, Melted Merlot, Curl Your Stockings, Witch Gone Good and Drunken Munchkin.
Challenges
- Either unaware that Oz Winery exists or think the wine won’t be any good.
- Stigma around table wines and non-vinifera varietals (vs. “known” French varietals) – challenge specifically in attracting “wine enthusiasts”.
- Asking for DTC sales in a space dominated by low-cost wines with the convenience of retail distribution.
- Engaging DTC consumers in a brand that relies heavily on an on-site experience and in-person ambience to sell.
Awards Won
2024 dotCOMM Awards
Platinum Winner
2024 NYX Award
Gold Winner
2023 Web Excellence
Award Winner
Support Categories
Project Details
Oz takes a storybook approach to wine. Their brand is fun, intriguing and unexpected. There is something for everyone — courageous or curious, knowledgeable or novice, friend or foe – take time to find out what there is to ‘heart’ about Oz winery.
Target Audience
- Primary: Current customers. Predominantly female Millennials.
- Secondary: Wizard of Oz fans who drink wine.
- Tertiary: Tourists.
- Internal team.
Main Message
Oz Winery’s small batch wines are as good as Glinda, all wrapped up in a whimsical experience to bring happiness to your inner child
What Do We Want Them to Believe?
- There’s no place like Oz Winery. It is a unique combination of the creativity of an iconic story, humor, striking art and small batch wines that, like Glinda, are good.
- Oz Winery creates good wines without the pretention associated with other wineries and their wine. And, with their breadth of varietals and price points there is something for everyone.
- Oz Winery’s collectable, limited edition wines are a great reason to become a wine club member. And, the whimsical gifts keep the wine club experience surprising and fun.
Reasons to Believe
- Wine should be a fun addition to your table, party, or get together with
friends. And, what’s more fun than all things Oz! - Variety of price points to fit everyone’s budget.
- Breadth of varietals to fit everyone’s taste.
- Impulse friendly, so you can discover varietals you didn’t know existed.
Brand Persona
- Innocent like Dorothy.
- Caring and dedicated like the Tin Woodman.
- Resourceful like the Scarecrow.
- The courage to carve our own path like the Cowardly Lion.
Manner
- Whimsical
- Playful
Results
Comparing KPI’s for the time Oz Winery was a client of WGM versus before we worked with them we delivered the following:
- Net sales: +30%
- AOV: +21%
- Website revenue: +79%
- POS revenue: +28%
- Club revenue: +21%
- Post Engagements: +39%
- AVG. Engagements per Post: +82%
These results were delivered using focused, consistent and cohesive digital strategies and integrated campaigns across all platforms.
Advertisements
Social Posts
Ecommerce Website
