Messina Hof

A historic family-owned winery based in Bryan, TX known for exceptional hospitality, food, and customer service

The Client

For Paul and Karen Bonarrigo, the husband-wife duo behind Texas winery Messina Hof, 2020 was projected to be a bountiful harvest—and not just in terms of grapes. Come March 2020, however, Messina Hof’s plans changed significantly. With venues shut down and foot traffic halted, the brand had to make a major pivot—and fast.

The Obstacle

For the original 2020 plan, the goals and expectations were clear: directly and indirectly contribute to wine sales, promote attendance of in-person events and manage the reputation of Messina Hof and its products. The initial plan was to:

  • Support wine sales 
  • Promote in-person events
  • Maintain the reputation of Messina Hof’s current and future products
  • Support the grand opening of their fourth location, Harvest Green

 

When lockdown hit, Messina Hof’s restaurants and locations were forced to close indefinitely. To sustain their revenue, the company had to pivot hard and fast:

  • Created a curbside pickup program
  • Switched to digital sales, wine club orders and curbside pickup
  • Canceled or postponed in-person events
  • Moved any previously any in-person events to virtual
  • Be prepared to face construction and execution delays on their newest Houston opening

The Approach

In order to adjust to the sudden changes that Messina Hof had encountered, we took a 4-pronged approach to react fast and effectively. More specifically we:

  • Support changes in business model and offerings due to COVID (namely pushes sales for Curbside, Delivery and Shipping while also focusing on at-home tastings, Survival Kits and Bottle of Thanks Program).
  • Move forward with the marketing and product launch of the Bonarrigo Family Wines
  • Continue to create buzz for upcoming Harvest Green opening, despite construction being delayed due to COVID-19
  • Continue to push Harvest Green grand opening into 2021 despite delays

The Results

Combined, our efforts produced significant results for Messina Hof and raised the bar for future endeavors well beyond the pandemic:

  • 126% increase in revenue for Q2 compared to Q1
  • 23K orders in September (broke the record for the highest number of orders in a month to date)
  • 95% increase in e-commerce revenue in Q4 compared to Q3
  • 300M total media impressions for 2020