Social media strategy
Replaced wine expertise with exploration stories to connect with millennial drinkers.
Connecting premium wine with millennial explorers through social media and influencer campaigns.
From wine authority to wine explorer
Working with the strategy team, I developed written content for the 'Welcome to My Haven' campaign featuring six global influencers who embodied exploration and freedom rather than wine knowledge.
The campaign replaced tasting notes with travel stories, vintage years with personal moments. Openness and sharing became the message, not mastery.
I crafted Cloudy Bay's voice that made premium wine feel like an adventure. The framework proved luxury doesn't need jargon to feel special. Language that welcomed rather than excluded, turning wine-curious millennials into Cloudy Bay discoverers.
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