McPherson Cellars

A new content strategy and user experience have improved wine and event sales —the two key revenue generators for the brand.

Over the last 8 or so years we’ve partnered with McPherson Cellars on various projects, from identity, to packaging to web. Along a duration of time like this, we become more intimately familiar with their business, their needs, and importantly, the needs of their customer base.

This clear understanding has led us to developing new product tiers, and corresponding packaging to reflect these offering.

McphersonShadows2021-05-19 at 11.17.43 AM 26

McphersonShadows2021-05-19 at 11.17.43 AM 27

When it came time to refresh the website, we were able to understand pain points, and workflows in their sales funnels. Customers are now able to more clearly understand the variety of wine club offerings, determine which is best for them, which wines are included and when. Events now have clear customer journeys for private events versus weddings. Each group has their own needs and questions to be answered. The entire process has been improved for the customers and sales staff.