To stay a step ahead of changes in wine consumption and gain a greater share of sales against more specialist competition, Matthew Clark recognized it would need to enhance its approach, beyond investing in additional employee training and upping the ante at annual wine tasting events.
Working with the marketing team we came up with a new, quarterly customer-supplier magazine called Vini, showcasing the customers and suppliers blazing a trail in the wines they serve and produce. Care was taken to balance general interest content with specific features on wines from different regions – all conveyed in the professional style of the Matthew Clark brand.
As a discussion tool for Matthew Clark’s wine specialists and sales team, Vini demonstrated the positive impact of the right wine selections on venues, and the depth of Matthew Clark’s involvement and category expertise. A hit with customers and suppliers a like, Vini has since been credited with helping improve perceptions of Matthew Clark’s wine offer among even the most discerning wine-led venues.