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With the simple objective of increasing awareness of South African wine, Wine Vine served as a competition entry mechanism enabling a user to be in with the chance of winning an iconic bottle of South African wine. A subsequent review of that wine would earn a select few the chance to win a further case of iconic wine.
The result was a database of peer reviews shown as being more trusted than professional, often stuffy wine reviews.

14,000 unique entrants and more importantly an extra 6,500 voluntary opt ins to the newsletter allowing for continued communication and increased awareness.