1. The Wine Thinker © 2013
How DoILikeIt? helped
McGuigan Wines create a new
relationship with UK
consumers

2. The Wine Thinker © 2013
McGuigan Wines
Leading Australian brand
*
8th biggest wine brand in the UK
*
Winner of several Winemaker of the Year
awards
*
Over 50 SKUs
*
Sold in most major chains

3. The Wine Thinker © 2013
DoILikeIt?
Innovative Research and Marketing
Consultancy
*
Founded by Robert Joseph,
Judy Kendrick & Hazel Murphy
*
Client list: Direct Wines, Wines of
Australia, Pernod Ricard, Origin
Wines, London Intl Wine Fair

4. The Wine Thinker © 2013
The Brief
Increase consumer awareness of the
brand
*
Associate McGuigan with good food
*
Give consumers the confidence to try
unfamiliar styles and more premium
examples of McGuigan wine

5. The Wine Thinker © 2013
*
Establish McGuigan as being an
“accessible” brand that wants to make
choosing and buying wine easy for
consumers
*
Take the “rules” out of food & wine
matching
*
Learn from consumers about what
they like

6. The Wine Thinker © 2013
The Solution
A dynamic microsite and tailor-made
recipe e-book driven by QR Codes
and Social Media

9. Consumers
are
encouraged
to scan the
QR Code

10. …to find out
more about
the wine in
front of them

11. They can then
take a look at
the menu,
and maybe
click on the
Recipe of the
Month

12. Watch the
video
showing how
to prepare
this month’s
recipe.

14. Read the
method and
ingredients.

15. Learn which
wine would
go best with
the dish

16. Browse the
range of
wines

17. Go to the
“Fragrant”
section

18. Look at one
of the
“Fragrant”
wines

19. Go back to
the Style
menu and
look at
“Intense”
wines

20. And explore
one of the
examples –
maybe a style
you haven’t
seen before.

21. Then maybe,
learn about
the company
behind the
wines

22. And the
prizes it has
won.

23. Now let’s
look at the
Free Recipe
Collection

24. Learn what
you need to
do

25. Give your
email
address so
that the e-
book can be
sent to you.
And maybe a
friend’s email,
so that they
can have one
too

26. Now share
your tastes in
wine. And
reveal your
dislike of
oaky whites.
And any kind
of red.

27. Share your
views on
your
favourite
foods. And
maybe reveal
that you don’t
eat seafood.
Or cake.

28. And what
about your
tastes in other
foods and
drinks – such
as grapefruit,
banana,
coffee and
chocolate.

29. Okay – so an
e-book is now
being
prepared for
you, but
maybe you’d
like a friend
to have one of
their own.

30. hat
hat
Within 10 minutes, you should get an email
telling you that your e-book is ready.

32. Here’s a pageflip
ebook. With your
name on it.
Mickey Mouse

33. An intro section introducing the relationship between
Neil McGuigan and Masterchef presenter, John Torode

34. An interview with John Torode

35. And one with Neil McGuigan

36. Here’s the range of wines…

37. Most people would get recommendations of red
wines with these dishes. Those who don’t like red,
however, are pointed to an appropriate white

38. For every recipe, reasons are offered for all three
recommendations, building consumers’ confidence to
match wines with dishes for themselves

39. Visitors are also directed to the microsite
from Facebook, Twitter, Slideshare etc

40. The Wine Thinker © 2013
And through traditional
media

41. The Wine Thinker © 2013
Making friends – social media

42. The Wine Thinker © 2013

43. The Wine Thinker © 2013
Data
We know how many consumers
bought the Chardonnay but are
also interested in Grenache

44. The Wine Thinker © 2013
Data
We know what proportion say
they like oaky white wine – or
sweet red

45. The Wine Thinker © 2013
Data
We know how many of the
Merlot buyers are interested in
food

46. The Wine Thinker © 2013
Data
We know whether Shiraz buyers
are also more likely to enjoy black
coffee

47. The Wine Thinker © 2013
Conclusions
Since mid-February over 15,000
people have scanned the QR Code.
Many more have accessed the
microsite directly.
Every half-hour, 24/7, somebody is
downloading their own
personalised ebook.