On June 13 2019, premier wine distributor Wine Warehouse Corporation, under its retail name Wine Depot, commissioned the services of boutique digital and content-marketing agency, SEM Scribe Publishing House, to help recreate copy of its existing product line, specifically, Wine.
A collaborative project between Wine Depot and SEM Scribe Publishing House, SSPH Chief Content Officer Paula Tolentino says writing about wine is not as easy as it looks.
“In the food and beverage business, creating wine notes is one of the most challenging forms of writing. It is not enough that you are familiar with the beverage. The daunting task here is, how can we effectively communicate that to the customer without sounding too high-brow, and yet, retain the exclusive image and reputation of the brand. Without a doubt, Wine Depot knows their products better than anyone else. SEM Scribe’s role is to support them on that communication journey, and I am confident that we will accomplish that in the next couple of weeks”.
The food and beverage industry has seen a dramatic uptake due to Filipinos love for socialization centered around eating and drinking. According to a report by the United States Department of Agriculture-Foreign Agricultural Service (USDA-FAS)1 “The Philippines’ robust economy, wine’s increasing popularity, a young and growing population and low relative consumption, [all] create an extraordinary profile that makes the Philippines one of the most exciting wine markets in the world. The Philippines has been the largest market for US wines in Southeast Asia by volume since 2009, surpassing even major transshipment destinations in the region, such as Vietnam and Singapore.”
According to Wine Depot’s President Hazel Tolhurst “When people first hear of wine, it has an exclusive, and unfortunately, snobby appeal to it. At Wine Depot, we want to convey that anyone can appreciate wine! We want to communicate that our wine products can be purchased and enjoyed by everyone and you don’t have to be a sommelier to do that!”
“This project is just the first phase of our rebranding approach. Gradually, we would like to invite more people to try our products and not be intimidated by them. After all, drinking is an experience best shared and enjoyed with a friend!” says Tolhurst.
Wine Depot Philippines is the largest and award winning wine importer and retailer in the country. It has been awarded for the 5th consecutive year the coveted Wine Spectator Award for Best Restaurant Wine List. The company’s expansive portfolio brings together more than 100 award-winning wine brands from Australia, France, Italy, Argentina, Spain, Germany, Chile, South Africa, New Zealand and the USA. Currently, Wine Depot has four stores open located in Makati, Alabang, Greenhills and Taguig.
Established in 2014 and based in Makati City, SEM Scribe Publishing House is a service provider of high-value communication products and services with intellectual capital focused on: Internal & External Communications, Content Development & Delivery, Digital Content Marketing, Social Media Marketing and Corporate Journalism.
For more information, reach out to Paula Tolentino.
1 “Young Pinoys seen drinking more imported wine.” Business Mirror. 13 May 2018. https://businessmirror.com.ph/2018/05/13/young-pinoys-seen-drinking-more-imported-wine/