Lucy's Wine: Positioning a start-up as a Millennial must-have

As an e-commerce start-up launching in a competitive category; Lucy’s Wine wanted to raise awareness amongst a Millennial audience. They had all the right ingredients: strong brand ethos, great products and an aspirational founder. The challenge was securing cut through in a crowded market where the brand had no existing profile.

Our response?

Bringing to life its authenticity: storytelling around its sustainable, natural and organic wine – and celebrating a figurehead that embodied the values of our target market.

News-jacking around the growing interest in natural and organic allowed us to ride a trend, as did the trajectory of home deliveries in lockdown.

This was coupled with spotlighting the founder as a uniquely female expert – able to comment on trending topics in a traditionally male world. We leant on her career background in fashion, which (coupled with strong lifestyle photography) cemented her as an aspirational figure for our audience.

We gifted top journalists from the UK’s leading lifestyle pages and influencers with Lucy’s Wine, packaged up beautifully and sustainably alongside a handwritten personalised note. This drove social coverage and incentivised media.


We secured 33 coverage hits on publications read by our audience – from to and GQ, SheerLuxe, Tatler, Stylist, CN Traveller and Mail Online.

Blanket coverage resulted in the founder being approached by wine producers and importers to trial its wine. Stylist e-Newsletter resulted in click throughs to purchase and a 75% increase in followers.