Hirsch Wine Group

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The Challenge

Since the successful launch of Hirsch Hill Wine and its growing market reach, Hirsch Wine Group recognised the need to differentiate between its wholesale and retail operations. This distinction was crucial to support the introduction of new products and clearly separate the two offerings.

The Hirsch Wine Group brand was developed as a “cart-before-the-horse” solution—designed to resemble a legacy brand despite being introduced after their product had already entered the market. This strategic approach allowed the Hirsch Wine Group to offer services such as bottling, storage, and winemaking to a wholesale market while keeping their wine products exclusively retail-focused.

By creating this distinction, the brand could enter new market categories, compete on a larger scale, and maintain alignment with its core values of craftsmanship, care, and a premium aesthetic.

The Solution

To address the challenge of differentiating between wholesale and retail operations while maintaining the brand’s premium identity, a cohesive strategy to position the Hirsch Wine Group as a dual-purpose entity was developed. The solution focused on creating a clear, unified brand architecture that supported both retail wine sales and wholesale service offerings, without compromising the established market reputation of Hirsch Hill Wine.

Legacy-Inspired Brand Identity:
We designed the Hirsch Wine Group brand to evoke the credibility and gravitas of a legacy brand, ensuring it appealed to both wholesale clients and wine industry stakeholders. The visual identity and messaging emphasised heritage, quality, and expertise, aligning with the brand’s values of craftsmanship and care.
Strategic Brand Separation:
By creating distinct yet complementary branding for wholesale operations, we established a clear divide. Existing retail offerings retained the established Hirsch Hill Wine identity, focusing on premium wines for consumers. Wholesale operations, under the new Hirsch Wine Group brand, highlighted services like bottling, storage, and winemaking for producers and retailers.
Market Expansion Framework:
The new brand structure opened doors for Hirsch Wine Group to explore untapped market categories. The visual identity of the Hirsch Wine Group brand allowed the them to attract wholesale clients while maintaining the exclusivity and appeal of its retail products.
Alignment with Values and Vision:
The solution stayed true to established core values, ensuring every touchpoint communicated a premium look and feel. This consistent approach is designed to build trust and authority within both market segments, reinforcing the brand’s position as a leader in craftsmanship and care.

This comprehensive solution will empower Hirsch Wine Group to grow across diverse markets while keeping its retail and wholesale audiences distinctly targeted and engaged.

The Results

Brand Identity (Launched August 2024)

The Hirsch Wine Group brand brings clarity to its architecture, effectively separating products from manufacturing processes and distinctly differentiating retail and wholesale services. This approach enables multiple revenue streams by catering two distinct customer groups: wine drinkers and wine producers/retailers.

Since its launch, the Hirsch Wine Group brand has achieved:

Increased brand recognition and credibility within the wine industry.
Improved brand authority for products associated with this parent brand.
A comprehensive brand toolkit that positions Hirsch Wine Group to compete against major players in the Australian wine market.