Challenge
As regional competition increased, Defiance Ridge Vineyards needed to better understand its visitor landscape—particularly who was choosing between them and Augusta Winery, and why. Their team sought to identify where growth opportunities existed in surrounding areas and how to engage visitors not yet familiar with the DRV experience.
Insights revealed a distinct demographic advantage: DRV attracted younger and more affluent visitors than Augusta. While DRV’s core demographic ranged from 30.8 to 42.5 years old, Augusta’s skewed significantly older, with a median age of 49.2. At the same time, high-growth areas such as Parc Forest Trail were expected to see a 17% increase in population between 2024 and 2029—yet Augusta hadn’t begun actively targeting this region. DRV wanted to move fast to seize these opportunities.
Solution
Technology Partners used Marketing Insight Services to deliver a strategic roadmap that combined visitor behavior data, location intelligence, and demographic targeting.
With this insight, DRV focused on what the team called the “Purple Zone”—regions where both DRV and Augusta shared a visitor base. The strategy prioritized building brand preference in these competitive corridors without expanding physical footprint.
New campaigns were rolled out in nearby towns like Washington, Wentzville, and Augusta, where partnerships were formed with local cafés, antique shops, and B&Bs. These collaborations offered Defiance Ridge welcome tastings and exclusive experiences, creating new touchpoints for potential visitors.
This effort was supplemented with social media targeting and curated events tied to these partnerships, reinforcing DRV’s identity as the younger, higher-end choice for wine country visits.
Results
With a strategic focus on contested visitor zones, DRV repositioned itself as the top choice in areas traditionally dominated by its competitor. Data revealed that affluent, younger consumers were more responsive to DRV’s messaging, leading to higher engagement and stronger conversion across key campaign regions.
This is a perfect example of using data to turn local competition into strategic advantage. By understanding the audience overlap and targeting the right growth zones, DRV was able to win market share without expanding its footprint—just by getting smarter.
Greg Nichols
President, Technology Partners
By targeting growth areas such as Parc Forest Trail and leveraging partnerships with nearby communities, DRV successfully drew new traffic, raised awareness, and increased visitation—all without opening a new location or increasing operational overhead.
Marketing Insight Services became a core tool for marketing strategy, allowing DRV to confidently plan campaigns, measure impact, and stay a step ahead of regional competitors.
Key Outcomes
- Projected a significant increase in visitors from high-growth zones
- Captured market share in overlapping visitor territories
- Increased awareness in nearby towns through partnership campaigns
- Positioned DRV as the premium, youthful alternative in Missouri wine country
