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

John-Paul Syriatowicz

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.