After more than 25 years of history, Clube Reserva 1500 faced the challenge of evolving without losing the identity that made it distinctive. It was necessary to respond to changes in the members' profiles and expectations, modernize the experience, reinforce the sense of belonging, and clarify the club's role within the Sogrape universe. The lack of a dynamic agenda, incomplete digitalization, and the need for greater internal coordination highlighted the opportunity for a strategic transformation.
Everythink was invited by Sogrape to lead this reinvention process. The project began with a listening phase that involved 335 members, employees, and partners through interviews, surveys, and workshops, allowing us to understand expectations, frustrations, and aspirations. This knowledge was complemented by a comparative analysis of national and international wine clubs, as well as other premium communities, serving as the basis for defining personas and creating new value propositions aligned with different member profiles.
The work culminated in the definition of a new strategic positioning based on six pillars: Prestige, Exclusivity, Culture, Innovation, Legacy, and Socialization. From this vision, new services, wine experiences, event formats, and a digital evolution strategy were designed, including training initiatives, wine tourism, cellar management, a dedicated app, and a premium e-commerce experience.
All the work was consolidated into a five-year strategic implementation plan, guiding the renewal of the club's structure, the personalization of the offer, and greater integration with Sogrape's strategy. In addition to defining an evolution roadmap, the project promoted internal alignment, identified new opportunities for value creation and monetization, and strengthened the emotional connection between the club and its members.
The model developed also has the potential to be adapted to other initiatives and brands within the Sogrape universe, preserving the exclusive character of Clube Reserva 1500 while creating solid foundations for its future evolution.
