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Two-EE’s Winery

COMPANY
Two-EE's Winery
LOCATION
Huntington, IN
INDUSTRY
Food and Beverage
SERVICES
  • Voice and messaging workshop
  • Content marketing strategy consulting
  • Blog writing
  • Email writing
  • Copyediting

Talking with Eric and Emily Harris, the titular E’s in Two-EE’s Winery, can feel a bit like talking to the Bill Nye of grapes. There’s an enthusiasm there that’s infectious, but what makes their perspective unique is the experience and wisdom that’s driving that enthusiasm. Before founding their winery on a particularly beautiful hill in Huntington, IN, Eric learned the vintner’s trade from some nearby winemakers who have been working at it for decades. There, he learned about the grapes and the varieties of wine that don’t always make it to the prime shelf space in a liquor store. These lesser-known types of grapes, called “arcane varietals,” can be used to great effect to make wines that are rarer and quite different from your run-of-the-mill cab savs and merlots. Eric decided to build his wine program on the backs of these grapes that grow well in the Midwest, and Emily took their understated approach to winemaking to heart when designing the beautiful, cozy, and practical tasting room and patio.

Tying both the wines themselves and the atmosphere of the winery together is a question that governs everything Two-EE’s does: “Why not let the grapes speak for themselves?” This approach is evident in the simple names given to the wines, in the subtle yet attractive labels on the bottles, and somehow also in the more relaxed elements of the brand (the soft red wine slushies are friggin’ out of this world). In some ways, this question also drove the brand’s marketing efforts, which largely consisted of regular patio parties and local ads designed to bring residents of the Fort Wayne area out to the winery to try these unique wines for themselves. Couple that perspective with the explosive growth the winery has faced year over year, and it’s no wonder they found very little time to develop a robust marketing strategy in their first several years.

We were introduced to Two-EE’s through Darcy, our own Director of Accounts and Business Development, who had done some work with them through an agency she’d previously worked with. This agency had a flair for design and captured the brand’s visual elements well, but they were lacking when it came to messaging and building a cohesive strategy for the brand’s website, blog, social channels, industry magazine article placements, and other messaging opportunities. In our initial voice and messaging workshop, we learned a lot about the winemaking process, and quickly learned how to speak to the qualities of the grapes without relying on tired wine industry lingo. We collaborated with Eric and Emily to produce a content marketing strategy that kept with their professional goals as well as the goals of the brand. While we did offer limited services in writing some blog articles, emails, and revised web content, we designed a majority of our consulting work to empower Eric, a fine writer in his own right, to better structure his own messaging work.

COMPANY
Two-EE's Winery
LOCATION
Huntington, IN
INDUSTRY
Food and Beverage
SERVICES
  • Voice and messaging workshop
  • Content marketing strategy consulting
  • Blog writing
  • Email writing
  • Copyediting

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