Summary
Message-tested innovation
Villa Maria tested and refined consumer messaging for a bold new format
Speed to market
Insights delivered in under 48 hours supported an efficient go-to-market strategy
Confidence to launch
Clear consumer sentiment gave the team the confidence to lead the category with innovation
The client
Villa Maria is the UK’s No.1 New Zealand wine brand, known for producing award-winning wines that capture the purity and vibrancy of New Zealand’s landscape. With a strong heritage and a loyal following, Villa Maria continues to lead the way in the wine category through innovation, quality, and sustainability.
The challenge
In one of its biggest innovations in recent years, Villa Maria planned to launch its flagship Marlborough Private Bin Sauvignon Blanc in a sleek 200ml can – a first for the brand. The goal? Make premium wine more accessible for the modern consumer, tapping into growing demand for convenience and portability without compromising quality.
This format had the potential to unlock new drinking occasions – from picnics and park hangs to festivals and outdoor dining – but as with any category innovation, it came with risk. Villa Maria needed to understand how UK consumers would respond to a canned version of a traditionally bottled premium wine, and how best to message the launch to ensure relevance, appeal and success.
The approach
Villa Maria used Stickybeak to test its messaging and gauge consumer sentiment ahead of the launch. The brand was able to quickly gather honest feedback from everyday wine drinkers in the UK – the very people they were hoping to reach. In just hours, they had actionable data that helped validate their direction and fine-tune how they communicated the benefits of the new format.
The result
The feedback provided confidence that the launch would land well with consumers – and it did. The Marlborough Private Bin Sauvignon Blanc in a can hit shelves in major UK retailers backed by clear messaging and consumer validation. As the first in a series of planned innovations from Villa Maria, this successful launch reaffirmed the brand’s ability to stay ahead of consumer trends and meet the evolving needs of modern wine lovers.
And the cans? Infinitely recyclable, bottled in-market, and already helping Villa Maria deliver on its sustainability strategy.
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