Sidewood Estate, the multi award winning Adelaide Hills winery, is now using Cellr’s customer engagement platform and digital packaging to connect with their customers.
Let’s dive in and discover why they are joining the wineries pioneering the way for digital engagement technology throughout the wine industry.
Tell us a bit about Sidewood, and why you chose Cellr NFC enabled Top 100 stickers?
Sidewood is a family owned and operated, cool climate producer in the Mount Lofty Ranges of the Adelaide Hills. As the only AWRI certified sustainable grower in the Hills and one of the most awarded and highly rated wine brands, we proudly display Trophy, Gold Medal and James Halliday Top 100 wines medal stickers on our bottles within the off-premise / retail ecosystem. The reality of medals, they help consumers pay attention to the wine but the NFC enabled Top 100 stickers allowed consumers to peel back the layer and explore more about the wine, the brand and the region. Information and innovation were the two driving reasons behind Sidewood’s early adoption of the Cellr technology.
What is Sidewood most excited about when it comes to connecting its wine with Cellr’s Customer Engagement Platform?
We win awards because of the tireless, ‘zero compromise’ philosophy we adopt to viticulture, winemaking, sustainability, clonal use and patience. We finally had a tool to be able to communicate these virtues outside our cellar door or by way of consumers choosing to utilise and scan the Cellr labels. The analytics of knowing the geographical hot spots where people are scanning the bottles as well as providing valuable, ‘bite-sized’ pieces of information about Sidewood and that specific wine are what excited us most.
What is the story Sidewood wants to tell consumers when they pick up a bottle of Sidewood wine?
No compromise was taken to bring that wine to them and that they are about to enjoy something that was made with meticulous care and skill. Not only was it rated highly and in the Top 100 wines by Australia’s leading wine writer, James Halliday, but it has integrity behind the label in all aspects of its production.
Does Sidewood have any marketing campaigns they are running at the moment, or plan to run through Cellr?
Sidewood is looking to test the Cellr technology and see how it is used by consumers to allow us to tailor and tweak its use. Part of the ‘value-adding’ will be to showcase food and wine matching or recipes as well as helpful guided videos on all things relating to the Sidewood NV, for example “Learn the art of Sabrage with Sidewood: opening a bottle of sparkling wine using a sword”.
Why do you think it is important to connect directly with wine consumers?
The principle focus for brands is to sell their product and create customers. At Sidewood, we want to create brand ambassadors and brand adorers. This is achieved by not only creating exceptional products but understanding and connecting with their lifestyle and giving value to their experience with the wine, knowledge and a way to connect and reconnect time and time again throughout their wine journey.
Last year Cellr offered all wineries placing in James Halliday’s Top 100 wines for 2020 the opportunity to win a complete D2C Digital Wine Label package valued at $2,900. The prize not only provides the Top 100 wineries the opportunity to promote their award, but also to connect customers directly with their own unique marketing content. Read the full story via Winetitles Media here.
Photographed in header: Winemaker, Darryl Catlin.