Description

SYP is a brand that makes wine shopping easy and affordable while giving the consumer a simple, unique and rememberable brand with which they can become familiar and loyal.
SYP is designed to make wine pairing very simple, in fact, it's so effortless the name of each wine is what you should pair it with!  If you are having Steak, Chicken, watching a movie on the Sofa or going to a Party, it is simply the name of the wine!

SYP is based on the Constellation Brands comprehensive study of identifying six segments of wine drinkers based on their purchase behavior, motivations, and preferences.  The SYP brand caters to all six wine drinker categories:

Price Driven 
(21 percent of consumers) 
* I believe you can buy good wine without spending a lot 
* So price is a top consideration 

Everyday Loyals 
(20 percent of consumers)
* Wine drinking is part of my regular routine 
* When I find a brand I like, I will stick with it

Overwhelmed 
(19 percent of consumers)
* I drink wine, but it does not play an important role in my life
* I don't enjoy shopping for wine and find it complex and overwhelming

Image Seekers 
(18 percent of consumers)
* How others perceive me is important 
* I want to live a life that impresses others 
* I want to make sure the wine I choose says the right thing about me

Engaged Newcomers 
(12 percent of consumers)
* I'm young and new to an intimidating category 
* Wine is a big part of the socializing I do
* I'm interested in learning more

Enthusiasts 
(10 percent of consumers)
* I love everything about the wine experience 
* I love researching purchases, reading reviews, shipping, discussing, drinking, sharing with others

SYP:

Price Driven:
 $7.99-$10.99 landing between the two most popular segments of wine (value and popular premium. Wine is sourced domestically and imported from the finest wine regions of the world.​

Overwhelmed:
SYP is designed for this consumer, it takes the guessing of, "what wine should I buy"? If its a dish, activity, or event the overwhelmed consumer will find this brand easy to buy, it's positioned close to "check out" all the varietals are positioned together, no need to hunt through the store to find a white, red, or rose. 

Engaged Newcomers:
SYP is very unintimidating, with an opportunity for the consumer to learn.  The back label informs the customer why each wine pairs well with the given dish or activity.  The website is very informative and a source of knowledge.

Enthusiasts:
SYP will attract even the most extreme wine enthusiasts with every day, every dish, every activity wine, social media and our marketing campaign will attract the most avid wine drinker/buyer.

Everyday Loyals:
Easily recognizable brand, clear, simple, minimalist packaging, all varietals positioned together in the store, superb social media and clear transparency into the brand. 

Image Seekers:
Simple, classic packaging.  SYP will launch a Social Media campaign unprecedented in the wine industry for the wine enthusiast seeking some wine "street cred".

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• Is a new innovative brand that when someones say's, "I'm going hiking", The reply will be, "you know there's a wine for that"?!  
• A valued "buy" with unique, simple packaging that becomes easily recognizable and very "adoptable" by loyal consumers.
• Perfect brand for the quick shoppers in convenience stores, supermarkets, and untraditional wine markets yet unique, quirky, and classy enough to be on the shelves of traditional outlets.
• SYP can grow to well over a 30 different SKU's owning a large portion of the shelf and/or floor space and become highly recognizable.
• SYP will own its own little corner at each retailer and as a "must buy" brand.