JoJo's Vineyard

This team assignment for the Consumer Behaviour course at Hult International Business School addresses the growth challenge facing JoJo’s Vineyard: limited visibility and low destination awareness as a micro, emerging vineyard operating outside the UK’s most established English wine regions. With the English wine category expanding yet still geographically concentrated in the South, our task was to propose a strategy that not only increases JoJo’s sales, but also helps position the The Chilterns as a credible, desirable standard for English wine tourism.

Grounded in consumer behaviour insights—particularly the demand for restorative “reset” escapes and the conversion loss caused by planning friction—we propose The Chiltern Reset Retreat: a bundled, bookable countryside experience that reframes JoJo’s as a destination rather than a detour. The concept simplifies the visitor journey by integrating stay (Henley-on-Thames), private transport, and a hosted vineyard tasting/tour, with an included bottle and optional add-on bundles to drive repeat purchase. To scale visibility, the strategy leverages high-intent travel platforms (e.g., Airbnb Experiences, Viator, GetYourGuide) alongside regional partnerships with accommodations, transport providers, and local tourism networks. A phased roadmap, pricing logic, KPIs, and risk mitigations support implementation, with the ultimate goal of making JoJo’s—and the Chilterns—synonymous with premium, effortless English wine experiences.