Someecards is one of the largest social media brands in the world, shared nearly 1B times/year. In this shared equity partnership, we built the SomeWine brand and product from the ground up, based on a well known and loved brand that had no connection to wine.
Someecards provided the funny lines and artwork for labels. TEN26 developed the product portfolio, flavor profiles, sourced and produced the wines, managed strategic planning and financials, sales, wholesale distribution, and key accounts.
Wholesale Management & Key Accounts. We formed a national wholesale network partnership with RNDC/Republic and BreakThru (prior to their merger), giving us distribution in 27 states within our first year. We beat sales volume projections each of the first two years. Our national account penetration included Sprouts, BevMo, ABC, Meijer, HEB and Goody Goody, as well as smaller local chain accounts.
Brand & Marketing. Following the brand guidelines, we created innovative sales collateral materials, in-store POS, merchandising items, and other marketing support materials. We reinforced the Someecards social media presence with innovative ways to support retail sales via social media and partnered with online wine delivery service Drizly to further tie social media into retail sales. Our trade and consumer PR efforts netted several "Best Buy" ratings, and a national co-promotion with Food Network Magazine, in which consumers picked one of our upcoming labels.
Strategic Planning and Production We sourced all wine and production, creating the product mix, flavor profiles, pricing, forecasting and P&L model for the brand. We managed production and inventory, all financials, as well as implemented reporting systems for the partnership.