Creative agency Reborn has diversified its offering by bringing a new wine brand into the Australia market, specifically designed for the digital generation.
The brand You Wines has been launched under Reborn's Love & Wine company after partnering with Australian wine wholesaler Australian Vintage Limited.
Reborn and Love & Wine founding partner David Easton said creating the product was a “dream project”.
“Most wine producers are still relying on the old paradigm that young peoples' tastes will automatically mature into wine, as their parents did,” Easton said.
“But Gen Y's don’t slavishly follow their parents; to imagine so is to fundamentally misunderstand the motivational dynamic.”
The launch is supported by a digital, social media and PR campaign and includes an interactive personality quiz on its dedicated online hub to allow consumers to discover “who you are'.
Australian Vintage Limited general manager Cameron Ferguson said the wine is specifically targeted to Gen Y customers who may not typically be wine-drinkers.
“The launch of You Wines is a result of our deepening understanding of consumer behaviour and segmentation,” Ferguson said.
“It's fair to say that the wine category has to date failed to take advantage of its natural fit with Gen Y consumers, lagging behind the beer, cider and ready to drink categories.
“We recognised this market gap, and set about creating a brand from the bottom up that is backed by solid consumer research and insights.”
The range is available nationwide at Dan Murphy's and features four wines: Pinot Grigio, Chardonnay, Shiraz and Cabernet Sauvignon.
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