Halleck Vineyard | Beaulieu Vineyard | Raymond Vineyard | Jordan Winery | Iron Horse Vineyards

Challenge

Halleck is a long-time friend of Iron Horse Vineyards. 10 years ago, Halleck developed the first web site for Iron Horse. Last year, Ross was engaged as brand consultant to oversee the complete overhaul of the Iron Horse brand, from packaging through web presence.

Approach

Working under the brilliant leadership of Joy Sterling, Ross developed the strategic brief and brand platform for the new Iron Horse. Packaging was developed, including the selection of glass, design of front labels, back labels, neck labels, foil and shippers for all sparkling and still wines. This was followed by the redesign and deployment of the Iron Horse Vineyard web site, including the use of latest technologies for ease of content management by winery personnel. Concurrent with the web site, the technical sheets, shelf talkers, sales sheets and sales tools were all designed to align the brand.

Results

Joy set her sights on increasing the value of the brand across a number of metrics, but the key one was annual sales. Directly as a result of the work in which Halleck participated, Iron Horse was able to increase sales by 10% and raise prices by 15% across all products.