With a long family history in the drink trade and hospitality industries, three German brothers naturally developed a strong interest and passion for wine. While travelling the world in the early 1980s, the two oldest Giesen brothers, Theo, and Alex, stumbled upon a good business opportunity and decided to purchase land in Burnham, south of Christchurch, to start a cool climate vineyard. Soon after, the youngest brother Marcel trained as a winemaker and joined them.
From planting their first vines, releasing their first vintage, building a winery in Marlborough to acquiring up to 13 vineyards across New Zealand, the Giesen brothers always have each other’s back, proving that mixing family and business can work. Today, Giesen Wines creates a range of wines that the world has fallen in love with. Widely known for their Sauvignon Blanc, wine lovers also enjoy their cool-climate Marlborough Pinot Noir and German-style Estate Riesling.
With a lean marketing team and a need to adapt to the rapidly changing business environment, a stronger e-commerce strategy and excellent customer support became a priority for Giesen Wines.
“Our biggest challenge was admin and customer support. We didn’t have a 3PL who could send multiple single cases to customers or help organise assembly of twin packs to help with the trial of our new products. WINEDEPOT has done amazingly well to help us with our DTC needs. They also helped address our problems with lead and delivery times. Plus, WINEDEPOT created a system that’s very easy to use and integrates well with our e-commerce platform,” David McKinnon, Giesen Group Digital Marketing Specialist, adds.
Looking to further scale their business, the company wanted to improve customer experience and address inefficiencies. “Last year, we successfully launched our Giesen 0% Marlborough Sauvignon Blanc directly to consumers Australia wide. Due to the scale of that launch, and in the spirit of optimisation we wanted to improve the customer experience in terms of shipping times, tracking and handling and also improve our internal efficiencies with the integration to our eCommerce platform, Wix,” shared Giesen Group’s David McKinnon.
“We approached the team at WINEDEPOT to help us lift our direct-to-consumer capabilities and it’s been a fantastic journey so far. It has been a game-changer to now have that infrastructure behind our marketing plans as we continue to launch our latest innovations and special releases directly to our consumers.”
“We now have more flexibility than ever before to deal with smaller pack formats like our Twin pack trials and being able to move stock across the various distribution points to have our wines arrive faster than ever before. Knowing that we have their customer support team on hand to help with any requests has been simply superb for our customer support team.
With WINEDEPOT MARKET’s recent launch, the team at Giesen Wines also sees an opportunity. “Our well-priced premium Sauvignon Blanc is a good product for trade buyers. We’re excited to watch the platform become a success.”
To learn more about Giesen Wines, visit https://giesen.co.nz/.