800 year old vineyard on Lake Constance

Introduction

The Meersburg State Winery on Lake Constance has been producing wine for over 800 years. In a modern operation, over 400,000 bottles of wine are produced per year on 63 hectares of vineyards. In addition to the challenges posed by climate change, the winery also has to adapt to greatly changed customer behaviour. Strong price and predatory competition from large supermarket chains, as well as increasing internet shopping, are new developments that must also be mastered by traditionally oriented companies.

Challenge

The Meersburg State Winery is an 800-year-old, modern company. In 2014, the management realised that customer behaviour was changing very quickly. Adaptations were urgently needed: the website of the State Winery was not optimised for mobile devices and was not very attractive. The wine list was sent to customers twice a year by post, and email marketing was only used sporadically.

Solution

After an intensive analysis at the start of the cooperation with Greenblut in 2015, the measures focused on the introduction of a content marketing strategy: through consistent inbound marketing, a significant increase in both the number of visitors and the number of email subscribers was achieved. After a comprehensive redesign and the conversion to Responsive Design, sales increased significantly.

In 2022, the company migrated to the Shopify system to better handle the growing sales volume.

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