More Wine

More Wine is an eco-friendly online wine seller based in Bristol, devoted to providing low intervention, high quality wine that is packaged ethically and sustainably (boxed and canned wine). More Wine instructed that they would like to identify new market and product opportunities which complement and build upon their current skills, assets and offerings, and that also contributed to the organic growth of More Wine.

After conducting a situational analysis of More Wine and testing the product concept through the ATR model and concept testing, I proposed the idea of an at-home wine tasting and sharing experience.

Within a collectable and seasonally decorated subscription box there would be 6 x 250ml pouches of wine (3 varieties of wine and 2x of each), an information booklet with content a user might expect to hear at an in-person wine tasting event, such as its origin, growth conditions and specific qualities. The box would also contain seasonal goodies, the option to put a personal message on the inside of the lid, as well as a call-to-action, challenging the user to send a photo of their box and favourite wine from the selection to social media with the hashtag #MoreWineTasting to receive discount for a larger version of their favourite product from the selection.

As More wine is a purely online retailer, this call to-to-action on social media was intended not only for the customer to receive discount for their favourite wine and for the business to achieve repeat purchase. It was also intended to grow their online presence, a critical element of a purely online business in an already saturated market, coupled with the uniqueness of the product, it provided an opportunity to contribute to the organic growth of More Wine.

(below shows a mock-up prototype of the product. The prototype box was made in white as the product was planned to change with seasons to build a collectible nature to the boxes).