The Case
Some clients ask for a logo. Some ask for a campaign. VINVIN asked a better question: what does a premium wine brand need to win in 2026? The answer turned out to be an asymmetry. VINVIN had 50 wine houses and real expertise in-house, but almost nobody searching for wine in Dutch would ever find them. Their competitors owned the search results with content built to move single bottles. Nobody was doing premium, expert-led, story-driven Dutch wine content with a real voice behind it. That position was empty, and we set out to take it.
Three months in, the transformation was measurable: from ad-hoc posting to a systematic operation with a documented voice, an active calendar, a steady publishing cadence, and a search strategy built for the AI era, where being cited by ChatGPT and Perplexity matters as much as ranking on Google. And because a marketing engine is only as good as the brand it promotes, we rebuilt the touchpoints too: the website, the portfolio, the newsletter, the moving image.
Strategic foundation
Before a single post went live, we documented the ground rules. Every piece of content VINVIN publishes now sits on top of a coherent strategic framework, with clear rules for tone, channel, audience, and timing.
What we did:
Completed a full social media audit of VINVIN's presence on Instagram and LinkedIn, with engagement benchmarks
Built a competitive benchmark of the Dutch premium wine landscape, identifying LinkedIn as uncontested ground
Wrote the definitive tone of voice guide: brand personality (warm, expert, premium, honest, bon vivant), writing rules, and the patterns to avoid
Created content guidelines for every channel, including persona profiles for five team members posting alongside the company page
Mapped year-round campaign opportunities to Dutch cultural moments in a holiday marketing calendar and a secondary moments calendar
Set up an active content calendar in Notion with a full approval workflow
Social media: one brand, two languages
Posting began in March 2026. Every concept is produced in two distinct versions: one tuned to Instagram (warm, visual, moment-first) and one to LinkedIn (measured, business context, longer form). The result is roughly twice the writing volume per concept, and a feed that feels native on both platforms.
What we did:
Wrote and published a steady cadence of posts across Instagram and LinkedIn, from seasonal moments to winemaker stories and event coverage
Created three recurring series: Corinne's picks, VINVIN's moments, and Ask Corinne, building pattern recognition with the audience
Developed repeatable templates for event announcements, recaps, and compliant giveaway campaigns
Balanced output across five content pillars, from wine education to behind the scenes
Built a living tone of voice model that sharpens with every review round, so the writing keeps getting closer to the voice of the house
Blog and AI-era search
Being found in 2026 means two things: ranking on Google and being the answer AI assistants give. We built VINVIN's long-form strategy for both, targeting the Dutch wine education queries their competitors serve with generic retail content.
What we did:
Wrote the full blog strategy: audience segments, competitive positioning, distribution, cadence, and a 90-day roadmap
Designed a six-cluster topic architecture organised by entity (regions, grapes, houses, concepts, occasions, stories), the structure Google and AI engines reward
Produced launch-ready, SEO-built articles in Dutch, from asparagus pairing guides to terroir explainers, each targeting a high-intent search query
Engineered every post for AI citation: answer-first paragraphs, Q&A headings, FAQ blocks with schema markup, consistent entity language, and named author credentials
Defined an 80+ quality bar that every post must clear before going live
Set up the distribution model where each blog post becomes the spine for a week of social content
The new VINVIN website
VINVIN's site was atmospheric but heavy: almost entirely dark navy, which made it hard for products to breathe. We developed a warmer brand direction and rebuilt the digital experience around it: warm cream as the primary surface, navy reserved for the moments that matter, and champagne gold as the accent that ties it together.
What we did:
Developed the complete design direction: colour system, typography, surfaces, and photography direction
Documented a full design system with components, spacing tokens, buttons, badges, and UI patterns, applicable in both Figma and code
Built the new website on Next.js: fast, modern, and easy to extend
Migrated the webshop off WooCommerce onto a fast headless architecture, one backend serving both B2C shoppers and B2B horeca buyers, each with their own pricing
Built a dynamic B2B price list and quote generator: pick wine houses and a customer group, and the right prices, discounts, and a branded PDF are produced automatically, replacing the old manual spreadsheets
Designed the shopping experience around moments rather than grape varieties: Date Night, Table Full of Friends, the gift moment
Built calm, premium commerce patterns: factual stock indicators, no countdown timers, no panic
Designed and built event landing pages supporting VINVIN's tastings and launches
Portfolio 2026, in print and digital
For horeca buyers, the portfolio is the product. We designed VINVIN's 2026 catalogue as a piece worth keeping: a curated tour of 50 wine houses across nine countries, from Champagne to the Barossa Valley, built for sommeliers and F&B managers composing a wine list.
What we did:
Designed and produced the full 2026 horeca collection catalogue, in print and digital
Created the editorial structure: a portrait of every wine house paired with its complete wine range
Developed a clean legend and icon system for wine styles, organic and biodynamic certification, and packaging
Connected print to digital with a QR code linking to the always-current online price list
Managed the production process through to print
Flip through the full 2026 portfolio below, or open it in a new tab.
Email marketing
Social reach is rented, an inbox is owned. We set up VINVIN's email marketing to deepen the relationship with the people who already care: wine lovers, horeca contacts, and gift buyers.
What we did:
Designed email templates in line with the new brand direction
Set up campaign and newsletter flows connecting the blog, the webshop, and VINVIN's events
Established a personal, plain-text feel: newsletters signed by a named person, not a noreply address
Video production
Wine is a sensory product, and some stories need movement. We produce video content that brings VINVIN's world to the screen: the events, the people, the moments the wines are made for.
What we did:
Produced event coverage and aftermovies of VINVIN tastings and launches
Created platform-optimised edits for Instagram, LinkedIn, and the website
The VINVIN tasting app
VINVIN runs tastings and events, but until now nothing was captured: no guests, no preferences, no follow-up. We designed and built a custom tasting platform, an extension of the webshop, that turns each tasting into a measurable moment. Guests rate the wines on their own phone and can order their favourites; VINVIN keeps the data.
What we did:
Built a guided rating flow: a guest scans a QR code and scores each wine on six plain-language questions, designed for one hand with a glass in the other
Gave every guest a personal summary and taste profile afterwards, with a one-tap path to reorder their favourites
Added group results per tasting and an internal dashboard: scores, purchase intent per wine, and conversion
Connected it to accounts, the webshop, and a follow-up email flow, so each tasting builds a reachable customer base with real taste data
Made it self-serve: VINVIN creates and runs tastings, generates the QR codes, and reads the results without a developer
Results and impact
VINVIN started with no audit, no strategy, no content calendar, and no reliable way to know what worked. It now runs a documented marketing operation and a connected brand ecosystem, where the things that matter are written down, measured, and decided deliberately, not by habit.
What changed:
From no documented strategy to a full strategic stack in daily use: audit, competitive benchmark, tone of voice, content calendar, personas, and channel playbooks
From a heavy, hard-to-update site to a fast headless webshop serving both consumers and horeca buyers, a page-turning digital portfolio, and a B2B price and quote generator that replaced manual spreadsheets
From tastings that disappeared the moment they ended to a custom app that captures each guest, their taste data, and their purchase intent
From guesswork to measurement: ratings, purchase intent per wine, group results, and an internal dashboard, so decisions rest on evidence rather than habit
From ad-hoc posting to a systematic engine: every concept produced natively for Instagram and LinkedIn, a search strategy built for the AI era, and a weekly intelligence cycle
From scattered touchpoints to one coherent brand: website, portfolio, email, video, and app speaking the same visual and verbal language