Taylors Wine Launches Temperature Label So You Don’t Drink Hot Wine

Taylors Wine Launches Temperature Label So You Don’t Drink Hot Wine
SHARE
THIS



Clare Valley family winery Taylors Wines has launched its largest ever media campaign ‘Live Better by Degrees’ this week to help everyday wine drinkers enjoy what’s in the glass a bit more and appreciate wine the way the winemaker intended.

Born from the insight that ‘no Australian drinks warm beer, so why are 82 per cent of us drinking warm wine,’ creative agency Mr Wolf developed an execution that would educate wine drinkers about the dramatic impact that temperature has on the taste of wine, shedding light on an issue facing a majority of Australian wine drinkers.

“Australia has a great wine making climate, but unfortunately it’s not such a great wine drinking climate,” said Mr Wolf managing partner/head of planning Tony Singleton.

“Our warm temperatures are perfect for cultivating vineyards, but as the vast majority of us drink red wines at ‘room temperature,’ most red wine is being drunk far too warm – and anyone who has drunk a warm beer knows that temperature affects flavour.

“This dilemma sparked the idea of creating optimum drinking temperature sensors on bottles of Taylors Wines as we all agreed it was important to educate wine drinkers that they could be missing out on enjoying wine at its very best.”

Through specially commissioned IPSOS research, Taylors discovered that in fact, 8 out of 10 Australians drink their reds at room temperature, meaning that every week, 2.5 million bottles of red wine are inadvertently being drunk in a way that strips them of their character and subtlety.

Now featured on the back label of all Taylors Estate and Promised Land wines is a temperature sensorwhich utilises thermo-chromatic ink technology that changes colour depending on the temperature of the wine, turning green when the white wine is just right to pour, and turning fuchsia for the red wines.

Temperature is a critical element in maximising a wine’s flavour. Experts recommend that most red wines should be served between 12-18˚C, while the average Aussie household, particularly in summer, is at or above 22˚C. Serving a red wine at ‘room temperature’, as most Australians do, makes the wine flat and flabby, robbing it of its subtle flavours and aromas. And while white wine is better enjoyed on the chillier end of the thermometer (between 6-12˚C), bringing down the temperature too low will mask the wine’s unique characteristics.

Taylors Wines chief marketing officer Cameron Crowley said the campaign idea was a clear winner from the start, as it brought attention to an issue that most Australian wine drinkers don’t even realise exists.

“Taylors is passionate about helping consumers get the best experience when they enjoy our wines and this idea gives us a true point of difference while showcasing our heritage of innovation,” Crowley said.

“Once we understood the issue of temperature, we immediately jumped into testing product viability – we wouldn’t accept anything but a 1˚C accuracy range and our label printers were up to the challenge to accomplish this task.

“We’ve received an amazing response from the new sensors from our retail partners and distributors around the world as it gives us a new way to enhance the wine drinking experience for our consumers.”

Taylors Wines will be amplifying the launch of these innovative temperature sensors across all of their Estate and Promised Land wines with their biggest media spend to date.

The campaign elements include an interactive website to educate consumers about the new labels and the different serving temperatures for wine. The campaign will also be heavily amplified with a national digital campaign through social videos, quizzes, XML temperature driven banners, as well as 30-second radio spots across Sydney, Melbourne and Brisbane, and out of home display across executive channels nationally.

Taylors Wines also worked with Mr Wolf to create an animated content piece, designed to tell the story of enjoying wine at the right temperature. The content piece will be amplified digitally through social and pre-roll.

Campaign credits:

–           Client: Taylors Wines

–           Creative development and execution: Mr Wolf

–           PR: Liquid Ideas

–           Packaging design: Denomination (previously known as The Collective)

–           Label printing: Collotype

–           Media: Custom Media

 

Please login with linkedin to comment

Latest News

Women’s Health Unveils Its New Premium Digital Experience
  • Media

Women’s Health Unveils Its New Premium Digital Experience

Pac Mags’ Women’s Health has unveiled an all-new premium digital experience. With a faster, cleaner, more intuitive and visually consistent brand experience across all devices, the new look is designed to optimise the user’s journey with less clutter, discoverable content and seamless integration for commercial partners. Will Everitt, head of product and technology said: “The digital evolution of […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.