YOU Wines, a new and unique wine brand developed
by Australian Vintage Ltd (AVL), REBORN and Love & Wine, has won a
prestigious Australian Business Award for New Product Innovation.
The
Australian Business Awards are a national, all-encompassing awards
program honouring organisations that demonstrate the core values of
business excellence, product excellence, sustainability and commercial
success in a number of categories.
The Australian Business Award
for New Product Innovation recognises new products and services that
provide innovative solutions for new and existing market needs.
REBORN and Love & Wine were involved in developing the brand from
inception through to developing the full communications and rollout plan
to market.
YOU Wine was developed to resonate with Generation
Y's tastes and lifestyles in ways existing wine brands had failed to do.
The project required REBORN and Love & Wine to develop a sound and
incisive psychological understanding of the target market, as previous
research had produced key Gen Y consumer insights that helped develop
the idea of reflecting the kind of character that is used to categorise
and describe people in the product.
The inclusion of four
individual personalities for each of the varieties ensured the packaging
appealed to Gen Y specifically and consumers were able to establish a
connection with their own personality match, as well as identify their
friends in personalities. The unique bottles have silk- screened labels
to distance the packaging from others, and even the health warning--love
wine Responsibly--is presented positively.
With a clever
personality quiz via the brand website that aligns each user with their
wine personality, digital engagement was encouraged, along with the use
of appropriate social media influencers to fit with the brand's sense of
generational authenticity and lifestyle appeal. The sourcing of high
quality grapes meant that the varieties could stand as a staple range,
as Gen Y drinkers' tastes became more developed.
Says David Easton, Love & Wine and REBORN: "It has been an
extremely rewarding process to see the development of YOU Wines all the
way from conception to product. We are extremely proud of the brand and
to be recognised by such a prestigious award is really exciting."
The sales from the launch
period--August 2015 to February 2016-- totaled 94,212 bottles, proving the
product launch as a success. YOU Wines is currently stocked at Dan
Murphy's and BWS nationwide.