Areni Global:
Building the Chatham House of fine wine
Problem
Our relationship with Areni Global started back in 2018, when they were just coming out of their second Fine Minds 4 Fine Wines event in Champagne. The nascent think tank needed strategic guidance as well as tactics and production. Of course, all that went out the window come March 2020, when pandemic lockdowns meant no live events and an immediate pivot was called for…
Background
Adaptation shone light on opportunity: how could Areni Global lead the way in action and conversations about the Future of Fine Wine? As we worked with their team to branch into reports, satellite events, webinars, podcasts, the need for an updated brand identity became apparent. FM4FW became Areni Global, so named for the Areni-1 caves in Armenia, home of the world’s oldest wineries. How better to link the past and the future of fine wine?
Solution
By providing fractional CMO support, 5forests has had the privilege of helping Areni Global grow. A membership-driven website supports their robust calendar of content and events, and is super easy for their team to update and maintain inhouse.
A deep and abiding understanding of why Areni Global exists allows us to jump in any time with the guidance that has helped them thrive.
“Working with Polly and her team at 5forests has been a game changer for us. As an international think tank, Areni Global produces a lot of rich content, so much that we were a bit lost when it came to communicating and publishing. Because Polly has a broad global understanding of the Fine Wine and luxury world, combined with her sharp curiosity and big listening skills, she was able to help us create a real, powerful brand identity and gather all our ideas in one impactful marketing plan that has already proven successful to a new array of members. Our weekly meeting is one of my favourite moments of the week as I know it will be full of both creative ideas and progress on implementation.”
Pauline Vicard, Areni Global
A fractional CMO and a production team in one
Areni Global produces a great deal of thinking, and needed a partner who could help shape it and also make it. We did both: we set the marketing plan as fractional CMO, and we designed and built the name, identity, website, reports and event collateral.
Project details
Client
Areni Global
Region
Services
Fractional CMO services for wineries, Wine marketing strategy and growth, Winery website hosting and maintenance, Winery websites
Website