Book & Online Wine School | London, UK
How To Appreciate Wine is a London-based wine education brand offering both a published book and an online wine school designed to make wine knowledge accessible, engaging, and practical for modern audiences. Operating at the intersection of education, lifestyle, and digital content, the brand required a clear growth strategy and strong social presence to expand its reach and commercial impact.
Orbe UK was appointed to develop and execute a comprehensive marketing plan and manage the brand’s digital and social media ecosystem, supporting audience growth, engagement, and long-term scalability.
As an educational and content-driven brand, How To Appreciate Wine faced several key challenges:
• Need for a clear and structured marketing plan to support growth
• Limited visibility across highly competitive social media platforms
• Requirement to adapt wine education for short-form, video-first channels
• Need to build consistent engagement across multiple social platforms
• Opportunity to monetise content effectively through social commerce
The objective was to strengthen brand awareness, grow a loyal digital audience, and create a scalable content and distribution strategy aligned with modern consumption habits.
Orbe UK delivered an integrated digital marketing and social media strategy, aligning education, content, and performance into a cohesive growth framework.
Marketing Plan
We developed a structured marketing plan focused on audience growth, content distribution, and monetisation, aligning brand objectives with measurable digital outcomes.
Social Media Management
A multi-platform social media strategy was implemented to deliver consistent, educational, and engaging content tailored to each platform’s audience and format.
Instagram & Facebook
Content strategies were developed to build community, increase engagement, and position the brand as a trusted authority in wine education through informative and lifestyle-led content.
TikTok & TikTok Shop
A video-first strategy was executed on TikTok to translate wine education into accessible, short-form content, while TikTok Shop was integrated to support direct product promotion and sales.
The collaboration positioned How To Appreciate Wine as a modern and approachable wine education brand, aligned with contemporary digital behaviours.
The project delivered:
• A clear and actionable marketing strategy
• Increased visibility across key social platforms
• Stronger engagement through video-first content
• A scalable content model for education and commerce
• A digital foundation supporting long-term audience growth
Marketing Plan
Social Media Management
Instagram
Facebook
TikTok
TikTok Shop
