Trapeze Wines – Building a DTC Business from the Ground Up
The Challenge
Launching a new wine brand without a cellar door presents a unique challenge: how do you build a customer base, create brand loyalty, and grow sales when you don’t have visitors walking through your door each weekend?
For Trapeze Wines, led by winemaker Brian Conway, a highly regarded winemaker with nearly three decades in the industry, previously at Izway Wines, and recently nominated for Dark Horse Winery of the Year, the stakes were even higher. The brand needed digital foundations and positioning that matched both Brian’s credentials and the boutique, small-batch ethos of the winery.
Trapeze Wines required more than just a website build. It needed a direct-to-consumer (DTC) strategy from the ground up: a compelling wine club, a clear launch plan, and communications that felt authentic to Brian’s approachable personality while securing the brand’s place in the premium market.
My Approach
I was engaged to provide high-level consultancy on the DTC launch, with a dual focus: strategy and structure.
Go-to-Market Strategy: I designed the DTC launch framework, covering brand positioning, customer experience, and a topline 12-month roadmap for sales and marketing activity.
Digital Infrastructure: Acting as both advisor and project manager, I worked with trusted suppliers to commission and deliver the eCommerce website, ensuring it was both functional and reflective of the brand’s premium positioning.
Wine Club Development: I created the concept and positioning for the Trapeze Inner Circle wine club, including member benefits and the launch approach. The aim was to balance exclusivity with approachability, giving members a premium but personal experience that felt true to Brian.
Recommendations Paper: I produced a strategic paper mapping the pathway for wine club and eCommerce growth, including how to leverage digital marketing, influencer partnerships, and automation.
Advisory Partnership: Throughout the process, Brian and I worked closely and collaboratively. He brought a strong vision for the brand, and I provided the structure and clarity to translate that into strategy and execution. Beyond launch, I continued in an advisory capacity, ensuring decisions remained aligned with long-term goals.
The Results
What I Delivered
A DTC launch strategy positioning Trapeze Wines for sustainable growth
Advisory and project management to build a functional, future-ready eCommerce site
The Trapeze Inner Circle wine club concept, including positioning, benefits, and launch approach
A 12-month recommendations paper guiding wine club and eCommerce growth
Ongoing advisory support post-launch to strengthen decision-making and ensure marketing systems were set up effectively
The Impact
Trapeze Wines went from concept to launch with a fully functioning DTC business
A clear roadmap meant decisions could be proactive rather than reactive
The leadership team had confidence knowing the infrastructure and strategy were solid from day one
Image Credit: Kristoffer Paulsen
Final Thoughts
For emerging wine brands, the leap into direct-to-consumer sales can be daunting. The Trapeze Wines story shows what’s possible when brand and marketing strategy come first, supported by the right infrastructure and systems.
As Brian Conway, Winemaker at Trapeze Wines, put it:
“Not having a direct-to-customer straight line, I needed to have a real clear sort of image and picture on that, and I didn’t have it, and I certainly didn’t have the time to also do all that research myself. What we’ve had to spend working with you, it’s nothing compared to what I can see now that we’re going to build as a business. I can say with absolute confidence that you should jump in with both feet to work with Holly, you’re magnificent. I’ve enjoyed every single bit of it.”
If you’re interested in discussing how I can support your winery with strategy and growth, get in touch here.