The Roost at Red Wing is a family-owned small-batch wine producer in Ontario, Canada.  


For the most part, The Roost has been a hospitality-based business. They have a well-known cellar door, a 19th-century barn where you can sip a range of single-vineyard, hand-made wines while overlooking the Blue Mountains, Ontario. To visitors, The Roost’s value and story are self-evident.

But, like every hospitality business, COVID forced owners Michael and Jessica Maish to pivot online. The challenge was translating the story in-house to the online world, so the brand could digitally connect with those they aimed to serve and, ultimately, sell more wine.

I would go on about the success of the project, but I think Jessica sums everything up pretty well here.

“During Covid, we needed to transition from a hospitality-based business to a more online model. To do that, we wanted to tighten our brand story and shift our positioning to support more online sales. We wanted a copywriter who could help create a cohesive brand story aimed primarily at online dissemination and could increase online sales. Jayden helped us do that.”

“We were able to gain valuable feedback from our clients which translated into a targeted brand voice and approach. We were also better able to identify our strengths and create a tight, cohesive brand message that brings our business forward. The process gave us the confidence to be able to push our product directly to the online-consumer market, rather than focusing on visiting our bricks-and-mortar retail location. Jayden provides an amazing opportunity to thoroughly assess where you’re at then restructure based on client and industry feedback. Jayden helps make sure your message is clear, authentic, consistent, and targeted.”

“We have never received such a thorough assessment and accompanying guide. As a result of the guide, and his copy across our website and emails, our Christmas sales were 10x higher than last year! It was a great experience.”

Jessica and Michael Maish
Owners and winemakers at The Roost Wines, Canada


Deliverables 
  • Brand Message Guide 
  • Brand Voice Guide 
  • Website copy
  • Email campaign
Audience 
  • Adventurous Canadian wine enthusiasts
Voice
  • Friendly, confident
Industry
  • Food and drink 
  • Agriculture 

Tag line


A local winery on the fringes dedicated to pushing the boundaries of cold climate wines

Personality Pillars examples 


The down-to-earth winemaker
We may be a bit trendy and lively. But we’re not in-your-face, overly confident, or here to make a statement. We’re humble and salt-of-the-earth types. We get our hands dirty, nurture the local ecosystem, and enjoy nature’s serenity. So while we like to brighten people’s days, we are also here to inform and celebrate the craftsmanship behind every bottle, too.  

The passionate sommelier
We can be playful and edgy. But we can also dress up and be sophisticated (but not stiff-collared). In front of the right audience, we can talk about the technical stuff and recommend wine and food pairings. We engage in the stories behind the product and show people how to best enjoy our wine.

Superpowers (Unique Selling Propositions) Examples  


Leaders in progressive, cold-climate wines
We are on a mission to show Canada (and the world) the exciting potential cold-climate wines. We are here to challenge assumptions, exceed expectations, and prove that cold-climate wines deserve to be on the world stage.

Wine that’s bright, fresh, edgy, and clean
The wines purely express the terroir of the Blue Mountains: The woolly winters, the clay loam, the abundant ecosystem.  They have complexity and length, for those looking for a wine that holds their attention. But they’re also easy and approachable to drink. Sometimes too easy.

Brew Copy, a storytelling studio that helps you build your brand—with words. Contact me at jayden@brewcopy.com. Stay in touch on Instagram. Or on Linkedin.