Women, websites and wine are three of my favorite subjects. So when I met Susan Lombardi at a recent conference and found out she was working on a website for a new wine company targeting women, I sat my butt down and settled in for a lively conversation.
Middle Sister Wines has done a masterful job of creating a brand and an online presence to connect with women consumers.
First - a little background
Middle Sister Wines was created by Erin Wassum - a real middle sister, and Terry Wheatley - a wine professional with over 30 years in the business. According to the website:
Terry’s mission has long been to bring a female point-of-view to the male-dominated world of wine. Terry started her wine company, Canopy Management, with friends in the wine industry to create delicious, affordable wines with stories that come from her life experiences. Middle Sister was inspired by the style and attitude of the sassy second daughter of one of her closest family friends and the middle sisters she has met along her way.
Why Middle Sister Wines' website is so successful
Middle Sister understands what women want from a website.
- Bright colors - The site uses a variety of bright fun colors, but with plenty of white space so it's not overwhelming.
- Unusual fonts - We learned from Gender, Design and Marketing that women like unusual fonts. The fonts used on the site are informal and fun - just like the brand itself.
- Interactive, interactive, and more interactive-The whole site is designed to create ways for customers to interact with the brand and with each other with features like quizzes, photo sharing, and social media links. My favorite is a picture of Rebel Red you can print off and take with you to include in your photo ops which you can then post back on the site. Too funny.
- An open design- Women like design that is open, less compartmentalized. Instead of lots of boxed elements, the site features a more holistic, open feel with only squiggly lines to separate elements.
- A fun personality- Everything from the copy to the labels to the personalities of the wines themselves are fun and engaging. The brand has a very distinctive voice. This is critical when you're marketing to women. Here are a few tips on how to find your brand's voice.
The site only launched recently, but they've seen a huge increase in site visitors, newsletter sign-ups, and Facebook page fans.
What do women think of the site?
The most important question is - does the Middle Sister Wines website connect with women consumers? Here are examples of the feedback so far:
This site ROCKS!!!!!!!!!!!!!!
Hi Sister! I just discovered your wine, found at a little shop in
Lambervtville, New Jersey. They carry the Drama Queen PG. It's delicious and particularly appealing to me as I AM the middle sister! Great website!
Had the Rebel Red for the first time and loved it!! Your marketing is
brilliant. We really hope to get your wines added at our local shop!
Love the wine and the labels! Sisters are the best
Just bought my first bottle at Target b/c I LOVED the label! I can't wait to try the wine. You all are very clever and funny...love it!!
You ladies are too cool!
LOVE the new website!
Love the logo. I have 2 sisters and I am the middle one! Took the quiz and it was pretty right-on. I LOVE pinot grigio
What do women think of your website? Is it female friendly?