YOU Wines. Wine for the digital generation.
Love & Wine (a REBORN Group company) has successfully partnered with Australian Vintage Ltd (AVL) to launch YOU Wines into the Australian market – a wine brand designed specifically for the digital generation.The old expectation that people will just “grow into wine” no longer holds, with traditional advertising being shaken up, it was the ideal time for wine to harness new media avenues to develop and consolidate a message to a new, growing and poorly serviced market (Gen Y & younger Gen X).
Create a wine brand designed specifically for the digital generation to result in a stronger appreciation and understanding of wine for Gen Y’s.
Wines have personalities just like people do, so what you drink is a statement of who you are.
The new wine range needed to be a new and unique experience of wine, an opportunity for indulgence and for Gen Y’s to express themselves to the world. The end result was YOU wines.
We developed individual personalities for each of the four drops, Pinot Grigio, Chardonnay, Shiraz and Cabernet Sauvignon. From there we created a digital campaign using social media and public relations, central to which was an interactive personality quiz www.youwines.com.au. On completion of the quiz consumers ultimately discover which wine is perfect for drinking their way.
Which wine are YOU?
We love wrestling with ideas, whittling them into shape, polishing them to perfection, and sending them out into the world. Here are a few little darlings we’ve unleashed lately.
CSIRO. INFINITY SWING. No matter our age, the memories and lessons we gain from playful experiences remain strong.
YOU Wines Wines have personalities just like people do, so what you drink is a statement of who you are.
Peroni. REBORN & Peroni, the exclusive beer of Sydney Mercedes-Benz Fashion Festival, launched 'Passaggio' - a unique installation which captured the true style of the Peroni brand.