Project Description

While digital and social media are important mediums for Best’s (and many other brands), don’t underestimate the value of print. Our team worked with Best’s to dig deep through historical archives in order to create a book about the Story of Shiraz at Best’s. The intention was to recreate a book that is similar to Henry Best’s original journals, which live at Best’s cellar door. It was not all about the taste of the wines, rather it tells the stories of the trials, tribulations and personalities that have made Shiraz such an iconic part of this Australian winery.

The Mastermind team helped research the history, wrote and edited the content and directed the design of the booklet that was printed and is now distributed with each bottle of Shiraz sold directly from the winery. Have a read for yourself


Mastermind also creates a beautifully designed quarterly newsletter for Best’s Great Western called The Concongella Chronicle. Another example of the enduring power of printed material, this newsletter is designed with old-school typography and high-grade paper stock that’s sensitive to the heritage of the brand. It heralds Best’s new releases, includes a recipe matched to a Best’s wine and reflects upon the goings on around the winery for wine club members (it’s included with every quarterly dispatch of wines). This is Content Marketing at its best, engaging the consumer with high-quality relevant content in a unique way.

“We have worked with Trish and the Mastermind Consulting team for more than five years now. Trish has provided Best’s with an amazing range of skills and expertise that as a small winery we otherwise wouldn’t normally have had access to. From the ground up – brand plans, developing an execution calendar, public relations, events, website and social media strategy to Masterminds’ network of partners – her work is second to none. This has allowed us to focus on all the critical areas of the business in a timely fashion and deliver strong results for the brand.
Jonathon Mogg, Best's Wines Great Western