John Moeller

Winc: Brand & Marketing


Winc: Brand & Marketing

Problem: Club W was founded in 2012 with a mission to make online wine buying easy and accessible. In 2016, having expanded from e-commerce marketplace to full-stack winery with wholesale and online sales channels, they rebranded as Winc to focus on brand building. Having lost market recognition, they needed a brand story that resonated, and in the long-term needed to create brand equity around Winc to remain relevant as Amazon moved toward alcohol delivery.

Solution: I was initially brought on to build a creative team, develop brand architecture, and create a content marketing platform. In collaboration with Marketing leadership we established Winc’s brand architecture, pillars, messaging hierarchy, and guidelines for customer-first brand voice, leveraging customer insights. Partnering with Eater editor Kat Odell, we established Winc Journal, Winc’s cross-channel content platform and in-box magazine. We created entertaining cross-channel content that supported Winc’s brand narratives, product marketing and brand partnerships, and established Winc’s unique brand personality. Mid 2017, my role shifted from content marketing to funnel optimization and direct marketing. We explored diverse strategies for paid social video ads and carousels, finding winning approaches that hit target CPA.

Results: Winc gained market recognition in 2017 and became a household name. Our Summer Water brand activation drove 500M organic brand impressions, resulting in national Whole Foods distribution, a major win for Winc. After launching new brand initiatives and the content ecosystem in Q4 2016, customer surveys reflected increased customer engagement and NPS scores rose by 20%.

Creative Direction

Brand tagline