BEEFSTEAK CLUB
LOOSEN THE SHACKLES. DIVERSIFY THE DETAIL.
Wine-vertising is strange. Unrealistic scenarios, verbose product poetry – utopian lifestyles. Reality ensconced in a comfy chair a million miles away. Realism was the order of the day. The grit, the story, the sips and the splashes. From the vineyard, to the glass, to the dining room table, we tell it how it is.
Realism was risk to a degree. Competitors were still pushing the fantasy. And it can feel unsettling to be doing something different. Beefsteak Club wine is accessible- rather than hidden behind some bouji rope. Ultimately we're dealing with real people so we painted the everyday portrait – recipes, food pairings, info on tasting and vintage. We even threw in a few memes too. The approach achieved 25% growth in 10 months on IG.
COLOMBO
LONDON