Social launch for Grapur, the new brand by Mack & Schuhle

Sustainability has found its voice

A new brand, a community to build, a clear goal: to raise awareness and establish a bold positioning that breaks away from the traditional image dominating the wine industry.

Grapur doesn’t just tell the story of a wine—it tells the story of a lifestyle. It’s not merely about making a purchase, but about making a choice: vegan, organic, eco-friendly, low alcohol (9% ABV), and only 54 calories per glass. An innovative product designed for those seeking a conscious, inclusive, and contemporary way of living.

And it is precisely on this unique identity that we built the social launch strategy, based on both organic content and paid Meta campaigns, to engage a targeted audience defined by interests, behaviors, and shared values.

A custom-made strategy, perfectly fitted to the right people

For the strategy development, we started with a detailed analysis of buyer personas, profiling six key archetypes to map their desires, habits, language, and digital behaviors: the Gen Z trendsetter, the healthy lifestyle enthusiast, the eco-conscious Millennial, the sustainable traveler, the young urban professional, and the curious explorer.

From there, we crafted the communication strategy with targeted visual storytelling content designed to resonate with the imagination and needs of each audience segment. The immersive brand video was transformed into social media snippets: short, rhythmic, and captivating pieces.

Thematic focus: not just wine, but a lifestyle

We crafted a narrative that puts the brand’s core values and instinctive drivers front and center, developing three main communication themes:

1 Why choose an organic & vegan wine:

a distinctive educational approach focused on transparency and environmental impact. In these contents, we incorporated the brand’s main keywords with an SEO perspective that also extends to social media.

2 Grapur in every moment:

playing on its “lightness” (alcohol content), we positioned the product as suitable for any occasion, aiming to break the association of wine consumption with a specific, formal moment.

3 Packaging that makes a difference:

a series of content pieces were dedicated to the sustainability value chain, featuring posts and reels co-branded with the project’s technical partners.