Uppercase Winery is an exciting new winery in the South Okanagan, with nine estate vineyards dotted throughout the region. Guided by consulting winemaker Pascal Madevon, their focus is on the local terroir and its ability to produce exceptional, world-class wines. As part of their direct-to-consumer program, they were looking to develop a wine club that uniquely expressed both their key lines of differentiation and premium positioning.
Working closely with the winery team, we focused on the idea of craftsmanship elevating the local terroir through a strategic collaboration with acclaimed Okanagan chef, Chris Van Hooydonk of Backyard Farm. This partnership aligned Uppercase's values with a farm-to-table chef who has built his reputation on exceptional food that draws from top-quality local ingredients. We worked with Chef to develop a collection of recipes that would complement each wine in the club shipment. We then took the finished, home chef ready recipes and assembled them into a beautiful "Perfect Pairing" recipe magazine, with detailed descriptions of each wine, as a way to invite ourselves into the kitchens of wine club members and further build the Uppercase community.
After the launch, additional recipe magazines were displayed in the tasting room to organically pull guests into the wine club. Lithica also worked with multiple strategic media partners to earn coverage in popular Holiday gift guides to promote the wine club. This wine club strategy helped to anchor Uppercase position as a leading artisanal winery in the South Okanagan, and connected the brand with a community of epicureans who are passionate about food and wine. It also opened the door for future collaborations with strategic partners and key restaurant accounts to support Uppercase's on-premise sales.