Intro:
The Chilean wine brand is part of the Concha y Toro winery and is named for its founder and has a become a reference for excellence in winemaking. Viña Don Melchor had rebranded to better reflect its heritage and expertise and wanted a website that would communicate this story in a creative and engaging way.
The Challenge
Having worked with several Concha y Toro wine brands, our creative copywriters were well-placed to help refine the brand tone of voice for Don Melchor and bring the story of the vineyard to life through crafted content.
Solution
Our website content writers immersed themselves in the story of Don Melchor and the new approach to telling the brand’s story. We needed to find a way to communicate the value of this luxury wine brand to discerning customers around the world. For a website that would be light on content, we needed a unique approach to celebrate the pillars of the brand and what makes this wine unique. We settled on: One story, one terroir, one wine. This minimalistic style of writing allowed us to craft content that would highlight the unique qualities of the wine without overwhelming the target audience with information. It was a concise, yet poetic way to tell the brand story.
Impact:
The website launched at the same time Don Melchor unveiled its new branding and sits at the core of the brand, supporting new campaigns and stories. At the heart of each one is the one story, one terroir, one wine approach.
Bring your brand to life with crafted content that inspires.
