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A Preston man is blending his creative talent with a passion for wine in an exciting new business venture.
Sam Johnson launched Pieno, a brand consultancy for the drinks business, just over a year ago.
Originally from Leyland, Sam’s career journey began during his studies in French and Italian at Durham University, when he landed a placement with renowned Champagne house, Taittinger.
“As soon as I finished uni I knew that wine and the drinks industry was what I wanted to pursue,” Sam told Blog Preston.
“My friends at Durham moved to London for further study in law or finance, while I moved home to work in a wine shop. It was unconventional and significantly less well paid – but I loved it.”
After starting out at The Whalley Wine Shop, Sam moved to Boutinot Wines, an international distributor based in Stockport. It was here that he began to carve out his niche.
Sam said: “I was learning about the industry, taking my wine exams and figuring out how to make a proper career for myself.
“I fell into brand and marketing work because, frankly, I could do it. I’d been creative during my school days at Hutton Grammar, but hadn’t really thought it was a viable career.”
Keen to deepen his understanding of creative studio work, Sam joined Wash, an ideas agency based in Winckley Square. “It was a great education. The team is doing some amazing projects, which were great to be a part of, and I learned loads.”
Spotting a gap in the market, Sam decided to take the plunge and launch Pieno. His goal was simple: to blend his creative talents with his love for the drinks industry.
“I saw a huge need for it and no one else taking the opportunity,” said Sam. “The drinks world, especially wine, is nuanced and technical and comes with tight budgets.
“I just kept thinking that if someone with some knowledge of both worlds could apply proper creative thinking to help drinks brands do better, there might be some money in it. So I set up Pieno to try and help create the drinks brands and industry that I had always wished existed.”
Sam is doing this by offering services in strategy, design, and content.
“Brand strategy is about helping brands figure out who they are and where the opportunities lie for them. The design element gives them the look and feel they need to match, such as logo and web design. And content production is where we tell their story in a unique and stand out way, through film, photography, or social strategy.
“In short, it’s about helping ambitious drinks brands define who they are, and then get noticed.”
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Over the past 12 months, Sam has worked with clients ranging from local brands in Preston to international businesses as far away as New Zealand.
“I work with some clients on an ongoing basis – like NIKO in Guildhall Street or my old friends at Boutinot – mainly as a brand and marketing consultant. We also do project work for wineries around the world, distilleries, a wine e-comm business in Amsterdam and some hospitality venues too.”
Sam describes the year as a whirlwind, but a success.
He explained: “We’re working to tight budgets, which can sometimes be a struggle, and the unpredictability around the industry and hospitality is something we have to keep our eye on.
“Big highlights include launching new identities for two wineries – Heaphy in New Zealand and Henners in East Sussex. We’ve also got a couple of Christmas campaigns that we shot in the middle of summer, so I’m looking forward to those coming out soon.”
Looking ahead, Sam has ambitious plans for Pieno. “I want Pieno to become the reference for what’s possible in the drinks brand space.
“It seems like every other category – sport, fashion, music, tech – is creating incredible work, connecting with culture and finding new audiences, which is really exciting.
“Drinks are a universal cultural pillar that has all the potential, but just needs a bit of a shake up and a helping hand to find its voice and bravery, in my opinion. I want Pieno to be the best creative partner to those who believe the same thing.”
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In addition to his vision for the drinks industry, Sam is passionate about supporting local hospitality in Preston.
“I’ve sometimes been frustrated as to why Preston doesn’t generate interesting venues in the way other places seem able to – that’s changing a bit now with spots like Chew’s Yard and the development around that area.
“I also have to give a shout-out to NIKO, owned by Niko Salipur, who’s a client and friend of mine. He’s got a selection of amazing wines as well as a passion for what he does.
“Without people drinking in Preston and supporting what’s already there, venues will disappear and that would be a great shame – plus new places won’t bother coming. So there’s no excuse not to.”
See Sam in action with Niko and Blog Preston’s Kate in episode ten of Fine Dining for F*ck All on Instagram.
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