Cooper’s Hawk is a modern casual restaurant and winery chain with a mission to democratize the good life through wine. Their wine club boasts over 240,000 members who provide a sizable lift in revenue from repeat visits to the company’s 35 restaurant locations.
In addition to exclusive monthly wines, this Wine Club offers a wide array of benefits including dining rewards, member pricing, exclusive trips, and tasting events. The Cooper’s Hawk loyalty marketing team came to Brigade to help them increase member participation with a more engaging welcome email series that would educate and excite new members about these differentiators.
BRIGADE began with content strategy and hierarchy, integrating a scalable “discovery” framework that can be used for other channels. Brigade leveraged existing assets to maintain brand consistency and elevated the series with a custom icon system that will help Wine Club members navigate benefits at every touchpoint.
Each email walks the new member through a specific benefit category with bite-sized, conversational summaries and graphics that don’t overwhelm. The finished series is elegant, inviting, and has laid the foundation for revitalization of on-premise Wine Club acquisition communications.