Case study
How we helped Drinkwell move from
"low-cal wine" to lifestyle in 24 hours
In a tightly regulated category, Drinkwell’s PDP was doing most of its selling on ABV alone. We helped refocus the TRACES Merlot page around real-life moments, emotional permission and a story that sells more than just the numbers.
PDP Punch Up
The brief
Helping reposition their brand as more than just low-cal wine
Drinkwell weren’t short on traction. They’d won awards, their TRACES range was performing well and listed in Tesco, and the brand had carved out a clear space in the “better for you” wine category.
But the PDP was still doing most of its selling on numbers being a diet win.
Calories, sugar and carbs were front and centre — which worked to a point — but it meant the product risked feeling more like a compromise than something to enjoy. And for a category built on enjoyment, occasion and ritual, that’s not ideal.
We set out on a one-day punch up to evolve the TRACES Merlot page from a purely low-cal proposition into something broader and more emotionally resonant, without falling into the tricky regulatory language around low-cal alcohol.
Building their new
PDP around real life moments
We started by looking beyond the calorie credentials and into the real drinking moments when customers opened this red: catch ups, midweek dinners, sofa nights and everything in between. That's where we started working from.
Painted a
much clearer lifestyle
We shifted the emphasis from purely functional switching to real-life occasions, helping the wine feel less like a diet choice and more like the natural choice for relaxed, everyday enjoyment.
Balancing regulations
with emotion
Low-cal credentials still matter in this category, but they can't do all the selling. We kept the compliance-safe nutrition proof while dialling up the sensory, emotional and occasion-led cues that drive real purchase intent.
Softened the
functional tone
We evolved the page language away from overly clinical, diet-adjacent messaging and towards something warmer, more confident and more in line with how the core audience actually chooses wine.
Created PDP assets & sections
they can reuse
Everything was written as reusable, on-brand building blocks that the Drinkwell team can roll out across future PDPs as they grow. The structure can be duplicated across PDPs too.
Bringing their
brand new PDP
to life in 24 hours
Once we'd agreed with the Drinkwell team on the new strategic direction, we moved quickly. Working in Figma, we rebuilt the TRACKS Senior PDP so the lifestyle story, nutritional proof and purchase drivers all work together.
Rebuilt the PDP
in Figma
We rebuilt the TRACKS Senior page from the ground up in Figma, giving Drinkwell a clear, developer-ready blueprint rather than a loose set of tweaks.
Balanced the
page to sell
We rewrote the structure so the page leads with real-life moments and enjoyment, while keeping the low-cal proof visible for shoppers who need it.
Drew out what makes
Drinkwell unique
We pulled the most persuasive, ownable angles to the surface, making the experience feel like the natural choice for everyday drinking moments.
Gave the PDP a
repeatable structure
Beyond one product, we created reusable sections and a layout the team can roll out across future PDPs as the TRACKS range grows.
hours
From first audit to fully rebuilt Merlot PDP in Figma in a day. Gave the team a clear, conversion-ready blueprint at speed.
calls
Rapid results for the Drinkwell team by getting aligned super early, doing our research and collaborating on final tweaks.
We reworked and introduced ten distinct PDP modules based on customer research, category research, buyer psychology and best practices.
PDP
One hero product page, rebuilt with a stronger structure, clearer messaging hierarchy and a framework the team can now scale across the wider DTC refresh.
Leaving the team with tools to update all their messaging
Because Drinkwell's traction was already strong, this wasn't about surface-level tweaks and copy CRO. We focused on building a clear strategic messaging strategy, combining customer insight, category context and a smarter PDP structure so the team can keep evolving the TRACES range as the brand grows.
VOC & competitor deep-dive
We dug into customer reviews, audience drivers and the wider better-for-you wine landscape to pinpoint where Drinkwell could move beyond purely functional selling.
A new PDP that does their brand justice
We added new modules that show off lifestyle with storytelling blocks, social proof, a subscription upsell and non-pretentious tasting notes all while hitting key hygiene messaging.
Repeatable messaging the team can scale
More than a one-page rewrite, we created a new messaging and reusable copy patterns the Drinkwell team can roll out across the wider TRACES and Drinkwell ranges.
Jump on a quick call to find out how we could help your brand
If you're an ambitious ecommerce of FMCG brand and your copy and messaging isn't doing your product justice, let's talk.
Grab a 30-minute slot on our calendar and we'll get clear on what you're trying to achieve, what's not working and suggest the best next step.
If we're a good fit, we'll follow up with a simple plan, timeline and costs. If not, we'll tell you straight up (and point you in the direction of someone who can help).
Trusted by brands like...
