With ten years experience in a digital-agency-turned-online-fine-wine-marketplace, having been everything from Intern, Account Manager, Editor, Copywriter, Strategist, Managing Director (though only in name), and finally now, Chief Marketing Officer. I have an understanding of most elements required to run a business in retail, with a specific focus on content creation and project management.  

Selling a luxury brand is more than function, even more than price, or logic, it’s about being part of something. By owning even a small part of that identity, somehow being implicated in its story. And THAT’S what I’ve understood, it’s about the story. If you understand your story in its most human form, and are able to communicate it, not as a sales pitch, but as a conversation, preferably fireside, and elicit an HONEST interest - that’s it. You can then break it down, disseminate it, spread it in its most basic soundbites, systematically drawing in YOUR people, the people most inclined to become a lifelong follower of your brand, and by extension, your WORK. 

An online store, with all the bells and whistles, can sit, quietly for years, never once making a sale. In order to sell virtually, without ever touching or interacting with the product - requires a HOOK. Some (MOST) people can be drawn in by a discount, but THOSE people are not YOUR people. They are erratic, price driven, disloyal, and swayed by the next best offer. The people you WANT, are the people who see your name in a line-up and say: “Did you KNOW …” THOSE are your people, the people who KNOW you, without ever having met you, but because you invested in telling your REAL story, FEEL like they do.

If you can look beyond all the capitals, I’m trying to tell you that if you invest in telling your story right from the beginning, you’ll be positioning yourself, not only on a local stage but on an international one. Which is where I come in.

Though my focus in the last few years has been wine, the human angle remains the most powerful. Finding WHO your strongest storyteller is, WHAT your most compelling themes are, and packaging it in photography, video, text, finding your most relevant means of dissemination - that’s something innate. And something that will inform your marketing strategy forever. 

Thus, I aim to delve deep, find your story, and package it in the most relevant medium - and offer you a wealth of content to draw from for all your marketing needs. 

A custom exercise for each brand, incorporating key deliverables for use. These include, but can be customised to your requirements: Long-form story; Brand themes; Long-form video (10-15mins); Short form video (3 - 5mins); Reel (1min); A Library of Photography; Social Media Strategies; Website Interventions; PR interventions.

* All content created will be published here for added exposure and to serve as an archive for the greater wine industry.

Contact Me

E-mail: df@dalenefourie.com

Telephone: +27 0796454172