Wine / Rosé
Summer Water
Scaling the digital presence of a seasonal rosé brand year-round.
Overview
The Brand
Summer Water is a rosé wine brand with a strong seasonal identity and loyal customer base. The challenge was extending the brand's commercial performance beyond the core summer selling window and building a year-round DTC and marketplace engine.
The Challenge
Seasonal brands face a specific growth challenge: the identity that makes them special also limits them. Summer Water's name and visual identity peak-performed in summer but conversion dropped sharply in fall and winter. The task was extending reach without diluting what made the brand iconic.
Our Approach
How We
Grew Summer Water
-
01AI Creative Testing
We used our AI creative engine to test off-season positioning — 'the wine that makes any day feel like summer', holiday gifting angles, indoor occasion shots — alongside seasonal content. The gifting angle emerged as the strongest off-season performer, with CAC comparable to in-season benchmarks.
-
02DTC Strategy
We built a tiered loyalty program and seasonal drop calendar that gave existing customers a reason to engage year-round. Subscription revenue became the anchor of the off-season financial model.
-
03Marketplace
We built out Summer Water's Amazon presence with a gifting-forward product architecture — gift sets, curated packs, seasonal bundles — and a Sponsored Brands strategy timed to holiday gifting windows.
-
04Retention
We rebuilt the email program with a full seasonal content calendar — recipes, travel content, entertaining guides — that kept the brand top-of-mind even when consumers weren't actively buying.
Results
