Aberdeen’s Multi-Site Wine Retailer Recognised for Innovative Digital Engagement Amidst Evolving UK Market
Aberdeen’s pioneering multi-site wine bar and retail operator, SugarBird Wines, has been named a finalist in the prestigious national Drinks Retailing Awards (DRAs) 2027. The recognition highlights the company’s in-house marketing team for its exceptional performance in the newly established ‘Best Social Media Campaign’ category.
SugarBird Wines has carved a niche in Aberdeen’s hospitality landscape since its inception in September 2021 with its Union Grove venue, followed by the opening of SugarBird in the Gardens at Union Terrace Gardens in November 2023. The company, which now employs 25 staff across its two sites, is known for its approachable and unpretentious philosophy towards wine, aiming to make the world of viticulture accessible to a broader audience.
The nominated summer campaign, which culminated in the immensely popular and sold-out ‘Rosé All Day’ event, encompassed a multifaceted strategy. This included engaging wine education, creative content generation, and authentic storytelling. Key elements also featured the seasonal launch of SugarBird in the Garden’s outdoor terrace, the introduction of a new food menu, and a broader promotion of SugarBird’s distinctive wine-focused experiences.
This achievement comes at a time when digital engagement is increasingly critical within the UK’s drinks sector. Social media platforms serve as a vital conduit for consumers to discover new products and brands, with a 2022 report indicating that 22% of British consumers found new products through social media advertising, making it the second most popular channel after recommendations from friends and family. Furthermore, 65% of UK consumers have made purchases directly via social media platforms, underscoring the commercial impact of effective digital strategies. The rosé wine segment, in particular, is forecast to experience the fastest growth at a compound annual growth rate (CAGR) of 6.2% from 2026 to 2034, largely influenced by its vibrant lifestyle association on social media.
Becky Orlinski, Marketing Manager at SugarBird Wines, expressed her delight, stating: “This campaign has been such a joy to work on! We set out to create a connected story that entices more people to explore the world of wine – no pretension, just a chance to learn and discover in a relaxed atmosphere. I am thrilled that it’s resonated with our community and the DRA judges.”
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Ruth Grahame, Sales, Marketing & Creative Director, added: “I am overjoyed that our summer social media campaign has received this recognition. Social media has gained a reputation for being inauthentic, and we wanted to challenge that by curating content that our online community would feel connected to. Real voices, real experiences, and a really delicious selection of wine!”
The DRAs are recognised as one of the most significant events in the UK drinks industry calendar, bringing together supermarkets, independent retailers, and convenience stores to celebrate excellence across the off-trade. The awards are known for their rigorous judging process, ensuring that winners represent the pinnacle of business achievement and innovation in the sector.
The winners of the Drinks Retailing Awards 2027 are scheduled to be revealed on Tuesday, 2nd February 2027, during a ceremony at The Dorchester Hotel in London.
