Redefining What a Modern Wine Brand Looks Like

Solura driving growth through a purpose led Digital Marketing Strategy

Designed for connection and conversation, Solura is a lifestyle wine brand redefining how modern drinkers experience wine. Its digital marketing strategy sets out to expand awareness, grow direct-to-consumer sales, and build a lasting sense of loyalty through storytelling and community that feels as fresh as the wine itself.

“Every great wine brand starts with a story and these are the building blocks we use to help tell it. Over the past 20 years as a CMO, I’ve seen what works, what doesn’t, and what truly connects with people. This framework comes from that experience real campaigns, real results, and a deep love for brands that make people feel something.

It’s designed for today’s wine world, fast-moving, story-driven, and full of opportunity. Whether you’re building a value-led label or shaping an ultra-premium estate, the principles stay the same: authenticity, creativity, and heart.

Enjoy the read”

Justin Peel
Founder, Karektr

Mission & Vision

Mission: Bring people together with bright, cheeky, easy-going wines that turn ordinary moments into extra ordinary memories.

Vision: To become South Africa’s most loved playful wine brand — known for authentic experiences, a thriving community, and a vibrant wine subscription.

Promise: Bright flavour. Cheeky spirit. Inclusive community.

12 Month Objectives

Reach: 2–3 million South Africans Age 25-45
Site Traffic: 35,000–42,000 sessions
Revenue: R2.4 million –3.1 million with MER >3
Wine Subscription: 1,600 active members, <4% churn
Repeat Purchase Rate: 35–38%
Email List: 10,000–12,000 first-party contacts
Paid CAC: R150–R250

Market Analysis

Landscape Insights

South Africa’s wine tourism and social discovery remain strong.
DTC sales still underdeveloped versus global markets — huge upside for list growth.
Millennials & Gen Z prefer lighter styles and lifestyle brands over traditional estates.
Social channels, creators, and authentic storytelling drive awareness and conversion.
Convenience and design are key to entry; experience drives repeat.

Opportunities for Solura

Build shareable lifestyle occasions (poolside, dinner parties, adventures).
Convert tasting and event traffic into first-party data.
Lean into experience-led content to humanise the brand.

Target Audience

Brand Positioning

Position: Solura is the playful wine for people who want bright fruity flavours without the fuss.

Value Proof: Bright trio (Luma, Soleli, Nocta), design-led packaging, experience-first storytelling.

Tone: Conversational, friendly, cheeky.

Example lines: Made for memories. Pizza needs a plus one. Beach day in a bottle.

Channels & Tactics

Owned Channels

E-commerce site with bundle-first merchandising and one-click club joins.
Email & SMS automation (welcome, cart, post-purchase, win-back).
Solura Club: tiered membership, free shipping, exclusive drops.

Paid Channels

Meta Ads for video storytelling.
Google Search & Shopping for high-intent traffic.
YouTube Shorts & TikTok collaborations.
Retargeting with social proof and UGC

Partnerships

Creator seeding (food, lifestyle, travel).
Pizza and restaurant collabs for Nocta Nights.
Beach Soleli Brunch Club events.
Summertime picnic concerts for Luma

Experiential

Cellar-door events, picnic experiences, DJ sunset tastings.
QR-based sign-ups and on-site rewards

Content Strategy

Core Pillars

Elevated Occasions: Wine that fits into real life — dinner with friends, beach picnics, summertime braais.
Vine to Vibe: Behind-the-scenes stories, the people behind the wine and the farms extra specialities.
Sustainably Yours: Conscious choices for a thriving planet and future vintages.
Wine Without Pretence: Educate without intimidating; inspire without lecturing.

Formats & Cadence

3–5 Posts / Reels weekly.
2 Story sets weekly (UGC, polls).
2 Emails monthly (offer + story).
1 Weekly blog post for SEO.

Campaign Ideas

Solura Summer Starter: 3-bottle bundle + trendy tote.
Autumn Weekend Getaway: Accommodation, Tasting, Farm Tour plus resturant dinner and organic lunch picnic basket.
Brunch Club: Cafe collab + social competition, Upload a photo of you and friends enjoying any Solura product, using #SoluraSummer and stand in line to win a 6 month Solura subscription.
Social Society: Wine subscription with a difference rewarding, purchases, engagement and referring friends.

Growth Flywheel

Focus Points

Create shareable, visual content.
Capture emails & relevant data.
Upsell through bundles & offers.
Delight with fast delivery & cheeky follow-up.
Encourage UGC & referrals.
Reward loyalty and engagement with exclusive offerings and loyalty programme.

Key Programs

Referral: Two Way Benefit.
UGC Rewards: Monthly prize for tagged posts.
Subscription Perks: Free shipping, choose your bundle + early access and more.

Customer Journey

Awareness: Lifestyle Reels, micro-influencer collabs, PR stories (“Meet the Modern SA Wine Brand”).
Consideration: Educational content, winemaker interviews, “which Solura suits your vibe?” quizzes.
Conversion: Limited drops, bundle offers, member perks, countdown timers.
Retention: Personalised emails, loyalty rewards, “Solura Society” exclusives, referral codes.
Advocacy: User-generated content campaigns (“Your Solura Moment”), tagged reposts, social competitions.

Channel Specifics

Channel Split

Paid social: 35%
Search: 25%
Content: 15%
Creators: 10%
Email: 10%
Experiential: 5

Funnel Layering

Awareness (45 %) – Facebook, Instagram, YouTube
Consideration (30 %) – UGC, Search, engagement ads
Conversion (20 %) – Retargeting, dynamic product, offer bundles
Loyalty (5 %) – Subscription renewals, referral ads, remarketing to purchasers

Tech Stack

E-Commerce: Shopify + subscription plugin
Email: Klaviyo
Advertising: Meta, Google Ads
Data dashboard: Google