ReedValley Farm is a wedding and live entertainment venue, previously known as The Barnyard Theatre, Mossel Bay. Their exclusive wine label, EdenValley Wines, was launched in November 2016 as an export brand for the international market.
We were approached to manage the complete brand development, from the conceptual stage. We also had to tackle changing the perception of the property, from a bar and live entertainment venue, to that of a family-friendly wine farm. All of this, on a limited budget.
This family-owned business had very clear objectives and ideas, and we put together an effective strategy, liaising continuously with the owners. Our strategy included changing the perception of the venue, to create a fresh target market and entice a new calibre of patron. In South Africa, ReedValley’s wines are only available to buy at the tasting room on their farm, or from their online store. It was essential that our strategy also included driving traffic to their website, and especially to their online shop.
Initially, all we had to work with was a venue with a tarnished reputation. We worked tirelessly to grow the brand from the ground up, handling all concept development, digital strategies, marketing budgets, design, packaging, events, digital media, media placements and even décor and interior design.
ReedValley Wines has seen exponential growth, in a short time period, in the very competitive wine industry. In less than three years, it has become one of the most popular tourist destinations in the Garden Route, with a dependable local clientele base. The farm saw more than 1,500 visitors per day during peak season in 2019. We also established a loyal following on social media platforms, with over 7,000 followers on Facebook alone during our time managing the brand. The owners relied heavily on our team for the design of all their marketing material and the development of their online presence and we are proud of the brand’s achievement, given the limited marketing budget.