Gray Monk Estate Winery Digital Strategy + Launch

by

Christina Lazeski

Gray Monk Estate Winery Digital Strategy + Launch

Gray Monk Estate Winery is rooted in family. In 1972, George & Trudy Heiss moved to the Okanagan Valley from Europe, via Edmonton, with dreams of owning a successful vineyard. Fast-forward to present day, and Gray Monk stands perched above Okanagan Lake, with stunning panoramic views of mountains and vineyards, offering guests a true taste (or sip!) of Okanagan living. With a one-of-a-kind portfolio of award-winning BC VQA wines, a bustling boutique and the world-class Grapevine Restaurant, Gray Monk is a full-service destination in Lake Country’s burgeoning wine region.

After a monumental 34 years of winemaking, the Heiss family proudly sold Gray Monk to Andrew Peller Ltd. in September 2017. As a natural extension of our work with a number of its other brands, Andrew Peller Ltd. tapped us to help usher Gray Monk into a new era, while continuing to honour the brand’s history, tradition and excellence. The vision was to establish a solid social media presence for the brand, complete with strategy, content, and visuals, while building relationships between Gray Monk, media, and influencers.




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The Reformation

    • Developed a full social media strategy including custom visual aesthetic, and managed all content creation/community management
    • Styled, directed and executed an on-location photoshoot at Gray Monk Estate Winery to create visual content for the brand’s native social feeds
    • Curated semi-monthly social media content calendars for Instagram, Facebook, and Twitter to establish a consistent and ongoing brand presence
    • Seeded bottles of Gray Monk 2016 Pinot Gris with key media in British Columbia and Alberta to generate editorial mentions
    • Engaged with notable influencers in the Greater Vancouver Area and the Okanagan through seeded bottles of wine and invitations to the winery to secure social media mentions
    • Developed consistent and impactful social media advertising presence to effectively reach audiences across Western Canada via Facebook and Instagram

    Our Services


    • Social Media Management
    • Media Relations
    • Influencer + Brand Engagement
    • Visual Content Creation
    “You can't go wrong with the Gray Monk 2016 Pinot Gris ($17). It's a perennial favourite for its fresh pear, apple, lemon and lime profile that shows light orange-pink in the glass from a little extra skin contact with the Pinot Gris grapes, which, although they are used to make white wine, can vary in colour from pink and grey to blue and black.”
    – Steve MacNaull, The Daily Courier

    The Results

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