Once a bottle of wine passes a $15 price point, two things happen: far fewer people will buy it, and those that do want certainty and reassurance that what they’re buying will taste good. Constellation Brands tasked us with creating and launching a new premium wine brand that sat within the Selaks family, but was priced within the $25 wine competitor set.
We identified a gap in the market for a wine brand that did what it said – deliver on big flavour. This lead us to create The Taste Collection, with the design of the labels clearly describing the taste cues of each varietal. While the labels reassured the consumers, the advertising talked to consumers who seek a premium wine that’s worth paying a little bit more for.
The Taste Collection launch has been supported by a full 360 campaign with powerful outdoor, magazine and digital advertising and a strong in-store presence.