YouWines
Wine for the Digital Generation
Wines have personalities just like people do. What you drink is a statement of who you are.
How do we spark interest in a beverage that seems complicated and out of reach to millennials?
Objectives
Introduce YOU Wines as an approachable, relatable choice for millennials, breaking down the barriers of traditional wine culture to spark interest and engagement with a generation that values authenticity and personal expression.
The insight
Millennials embrace the craft beer market but are hesitant to venture into wine because it feels old, stuffy and unapproachable.
The idea
You Wines. Four varieties. Four personalities. Crafted for You. YOU Wines was developed to resonate with Millennial’s tastes and lifestyles in ways existing wine brands had failed to do.
The Result
WINNER
Launched in Coles and Woolworths in Australia
Australian Business Award for New Product Innovation
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