Drinks.com sold beer, wine and spirits with the standard internet promise: price, selection and convenience. But focus groups – held in the form of cocktail parties – said what mattered most was getting expert advice. Because single malts and French reds felt like a language they didn't speak.
So we created an effective print campaign that echoed the many questions running through customers’ minds. Then we poured ourselves a nice Chateau Lafitte Rothschild Pauillac Bordeaux Blend 1959, whatever that is.