How Partner In Wine got stocked in Selfridges

Let’s Talk Shop

You’re going to want to get your notebook out for this one.

In this episode of Let’s Talk Shop, I had the pleasure of interviewing Lucy Hitchcock, the founder of Partner in Wine. We discussed her experience in building a successful brand and her insights on packaging, pricing and wholesale. Here are three key takeaways from our conversation:

1️⃣ Build a strong brand: Lucy emphasized the importance of getting your brand right before anything else. Consistency is key - from your packaging to your social media presence. This means aligning everything you create with your brand's image and message.

2️⃣ Pricing with purpose: Don't let negative comments on social media platforms like TikTok make you doubt your pricing decisions. Consider the value and positioning of your product, like luxury brands do, rather than solely focusing on cost. Remember, pricing should align with your target customer's perceived value.

3️⃣ Start strong, and stay persistent: Lucy shared her experience working with retailers and stressed the importance of being persistent. Don't be discouraged if stockists don't reply. Timing is crucial, so be mindful of when you approach retailers with new products or collaborations.

00:03:00 Successful branding led to stock in Selfridges.

00:06:30 2020 lockdown, wine in sad cooler bag.

00:09:47 Entrepreneur shares business journey on Instagram.

00:11:16 Love, document, story, brand, marketing, launch

00:14:38 Self-employed at 23, helping others market businesses. Working for 7 years before launching.

00:22:35 Focusing on margins to determine product pricing.

00:24:26 TikTok opinions on costs.

00:28:52 "Build strong brand identity; prioritize branding."

00:31:51 Homemade look won't sell in stores. Stand out and stay consistent with branding.

00:35:06 Building anticipation for a launch: watch, learn.

00:38:21 Lucy's amazing podcast is a must-listen.

Lucy Hitchcock, the founder of Partner in Wine and digital marketing agency Sassy Digital.

Partner in Wine is a brand that aims to keep your favourite drinks perfectly chilled on the go. The story behind Partner in Wine is a tale of serendipity – it all started with the quest for a chilled rosé on a sunny day.

Sassy Digital is a digital marketing agency helping brands with their ongoing website, e-commerce, social media and marketing support, plus, Lucy is the host of The Winging it podcast where I’ve also been a guest.

Lucy’s links:

Partner in wine: https://www.partnerinwine.co.uk/

Sassy digital: https://www.sassydigital.co.uk/

Lucy’s Instagram where she shares her business tips and behind the scenes: https://www.instagram.com/lucyhitchcock_/

Partner in wine Instagram: https://www.instagram.com/partnerinwineuk/

Sassy Digital Instagram: https://www.instagram.com/sassydigital/

Listen to the episode I was a guest at on the Winging it Podcast: https://open.spotify.com/episode/1SF4M3LHuCQlEXshk3mnGr?si=25bd76cf2655459e

My links

https://www.smallbusinesscollaborative.co.uk/

https://www.instagram.com/small_business_collaborative/