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Admen aim to make wine approachable

PERTH advertising agency Vinten Browning have developed a new label and catchy new gold medal stickers to market the Secession white as an everyday drinking wine.

Six different stickers have been produced for the bottles featuring clever funny phrases including 'Best Liquid Lunch' and 'Best wine from last Sunday's barbecue.'

"We're trying to make the wine more approachable, trying to make it a bit more fun" said Kelly Renouf national marketing manager Xanadu Wines.

The new label and stickers form an integrated campaign for Xanadu Wines. The new label and stickers are featured in the press ads and consumers can then see the stickers on bottles in retail outlets.

"We've used humour to counter all that seriousness in wine making, this is a $12 bottle of wine that's good for drinking at a Barbecue," said Steve Browning copywriter Vinten Browning.

The gold medal stickers were first tested at Wine Australia, a big Australian wine show. "The response they got was huge," said Ms Renouf

It's difficult to measure the success of the new labels in terms of sales, because the stickers are only just getting out into the marketplace said Xanadu Wines.

However UK supermarkets Tesco and Asda have approached Xanadu wines and expressed interest in developing culturally specific stickers for the UK market.

"At the beginning it was a bit of a gamble in terms of what sort of response we would get from the public and people in the industry" said Ms Renouf.

The campaign has been so successful for the Secession white that the stickers will also be placed on the Secession red bottles.

In December 2000 Xanadu were awarded the George Mackey Trophy for the best exported wine 1999-2000, for their 1998 Chardonnay.

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