The Challenge
A premium rosé wine brand was preparing for a strategic retail push but lacked clarity on which messages and visuals would resonate most with consumers at the point of purchase. Brand Head needed to understand key purchase drivers, validate brand messaging, and ensure retail and digital assets were optimized to drive conversion—all under lean budget constraints.

The Synthesis
Designed and executed an agile quantitative study to evaluate consumer purchase triggers and messaging attributes. Tested heritage, winemaking, taste, food pairing, and other drivers alongside brand-specific language drawn from packaging and communications. 

The Result

• Identified top purchase drivers most influential in rosé wine selection

• Prioritized brand messaging territories aligned to consumer expectations

• Delivered actionable guidance on in-store messaging and retail assets

• Informed creative briefs for 2025 retail and digital campaigns

Impact
The work reframed in-store communication from tactical messaging to a strategic growth lever. It provided the brand with a validated, consumer-backed messaging hierarchy that guided all upcoming retail and digital assets, ensuring investments were focused on what truly drives purchase decisions.