Prophet’s Rock Wines:
Brand strategy, repositioning and marketing for a Central Otago fine wine estate

Problem

Prophet’s Rock was well known and respected in New Zealand, and wanted to be recognized internationally as one of the fine wines of the world. That meant reaching collectors, sommeliers and importers who had never heard of it, in markets where every fine Pinot Noir is judged against Burgundy. With a logo and labels to build on, the winery needed a brand, a website and marketing that could make that case abroad.

Background

Prophet’s Rock farms three estate vineyards in Central Otago and makes its Cuvée aux Antipodes wines in collaboration with François Millet of Chambolle-Musigny. We were hired in 2020 to build a new website. By 2022 we were also running the content and email, and since the repositioning in 2024 we have looked after the whole brand, from strategy to print, advertising and email.

Solution

We repositioned Prophet’s Rock as a New Zealand fine wine that belongs beside Burgundy. Research into what buyers say about the wines, where Prophet’s Rock sits among its peers and how New Zealand fine wine is regarded market by market now shapes each territory before the winery enters it.

We prepared Prophet’s Rock for Wine Paris 2026, from the collateral to the stand plan, and readied PR plans for the US, the UK and Europe. At home, a content program timed to the release calendar feeds customer communications, and the website, Story Book and technical sheets all support the new position.