Established in 1969 in Wilyabrup, Moss Wood is one of the founding estates of Margaret River and a benchmark producer for Cabernet Sauvignon and Chardonnay. Clare and Keith Mugford have built that reputation over decades by doing things carefully and consistently, always putting quality first.

As a result, Moss Wood has a customer base that knows the wines well and trusts what’s released. These are engaged, informed customers who tend to pay attention, particularly around new releases and limited allocations. That context mattered, because it shaped how this campaign was designed from the very beginning.

The brief was to run a phone campaign that respected the Moss Wood brand, the wines, and the audience, while still delivering strong direct-to-consumer performance.

Rather than leading with offers, the focus was on thoughtful re-engagement. Speaking to customers at the right moment, walking them through new releases, and making the most of genuinely limited availability in a way that felt informed and considered.

November was the right window for that approach. With new releases rolling out and availability front of mind for customers, the timing helped shape natural, confident conversations and gave the campaign momentum without relying on incentives.

We ran an outbound phone campaign that mirrored the way Moss Wood speaks about its wines: informed, confident, and engaging. Calls focused on guiding customers through current releases and remaining availability, giving them space to ask questions and make considered decisions.

Behind the scenes, the campaign was actively managed day to day. Product focus shifted as customer interest became clear, and conversations were subtly refined to reflect what was resonating most. This approach kept the campaign feeling personal and relevant, even as it scaled across the database.

• Brunch Direct campaign planning and setup
• Outbound phone sales to Moss Wood’s existing customer base
• Conversation frameworks aligned to brand tone and releases
• Live optimisation based on customer response and stock levels
• Ongoing performance tracking and campaign reporting
  

This campaign reinforced what many wineries already know about Moss Wood. When trust has been built over decades, customers are open to engaging, listening, and ultimately acting.

The phone campaign delivered strong engagement across the database, with a high proportion of contacted customers choosing to purchase. Just as importantly, that performance was achieved without leaning on discounting or short-term incentives.

Customers responded to conversations that felt relevant and well timed, and to the opportunity to secure wines they already know and trust. Average order value remained consistently strong throughout the campaign, showing that customers weren’t just buying more often, they were buying with confidence.

Overall, the campaign played directly to Moss Wood’s strengths: a highly engaged audience, thoughtful timing, and a phone-led approach that respected both the brand and the customer.