Social Media & Content Creation for Grapur
- Client
- Grapur
- Project
- Digital
- Year
- 2025
Social launch for Grapur, the new Mack & Schühle brand
Sustainability has found its voice
A new brand, a community to build, a clear goal: build awareness and establish a sharp positioning, breaking with the traditional image that dominates the wine sector.
Grapur does not tell the story of a wine but of a lifestyle, and it promotes not just a purchase but a choice: vegan, organic, eco-friendly, low alcohol (9% vol) and with only 54 calories per glass. An innovative product for those looking for a conscious, inclusive and contemporary lifestyle.
It is on this unique identity that we built the social launch strategy, based on both organic content and paid Meta campaigns, to activate a specific audience by interests, behaviours and shared values.
A tailor-made strategy, built around the right people
To develop the strategy, we started from a precise analysis of the buyer personas, profiling six key archetypes with the aim of mapping desires, habits, language and digital behaviours: the Gen Z trendsetter, the healthy-lifestyle enthusiast, the eco-conscious Millennial, the sustainable traveller, the young urban professional, the curious explorer.
From there we designed the communication, with visual storytelling content tailored to capture the imagination and the needs of each target. The immersive brand video was turned into social snippets: short, rhythmic, magnetic content.
Thematic focuses: not just wine, but a lifestyle
We built a narrative that puts the brand’s values and instinctive drivers at the centre, developing three major communication themes:
Why choose an organic & vegan wine:
a differentiating educational angle on transparency and environmental impact. In this content we embedded the brand’s main keywords, with an SEO mindset on social media too.
Grapur at any time:
playing on its (alcoholic) “lightness”, we presented the product as suitable for every occasion, with the idea of breaking the association of wine consumption with a specific, set moment.
Packaging that makes a difference:
a series of content pieces was dedicated to the sustainability value chain, with co-branded posts and reels with the project’s technical partners.
The growth strategy
Through data-driven Meta campaigns we boosted brand awareness and grew the follower base, with concrete results in terms of visibility and engagement.
In parallel, we digitally supported the “physical” launch at Vinitaly 2025, to maximise reach, engagement and media presence.
