Co-founder & Managing Director
Copestick Murray – I heart wines
Robin Copestick has a thirty year track record creating and supporting successful wine brands. In 2010 he bet his company on the success of the ‘I heart’ idea, born out of a company-wide brainstorming session. He believes in consumer-centric innovation and embraces wine as a lifestyle choice. He is predicting accelerated international success for ‘I heart’, having sold 60% of the business to Henkell Group in 2013, who will distribute ‘I heart’ wines via their global distribution network.
I heart…success: How love is taking the wine world by storm
In 2010 Copestick and Murray set out to create a wine brand that would make it easy for consumers to buy the wines they love best. Success came quickly. ‘I heart’ wines is now sold in 18 countries across five continents and in the UK has over 8,000 distribution points. It has been heralded as one of the most successful wine innovations of recent years, but is based on a simple principal – that consumers want their wine choices to be simple, clear and straight from the heart. Robin’s presentation shares lessons learned on the roller coaster journey from innovative idea to international success.
- Quality first – how ‘I heart’ has become a trusted brand and encourages consumer experimentation
- Seeing it their way – why customers want to be satisfied not ‘educated’
- A common language for a global brand – why ‘I heart’ is understood from Birmingham to Beijing and from California to Cambodia
- Where next – brand extensions across grape varieties, wine regions, new world producers, celebrations and events