Love & Wine (a REBORN Group company) has partnered with Australian Vintage Ltd (AVL) to launch YOU Wines into the Australian market – a wine brand designed specifically for the digital generation.
“Partnering with AVL to create a wine brand specifically targeted at Gen-Y was a dream project, creating a brand from scratch is always an enjoyable challenge,” said David Easton, founding partner at digital creative agency REBORN and Love & Wine.
Cameron Ferguson, general manager at AVL, added: “The launch of YOU Wines is a result of our deepening understanding of consumer behaviour and segmentation. We’ve challenged our business to be responsive, listen to the needs of our retail partners and bring genuine innovation to the wine category. It’s fair to say that the wine category has to date failed to take advantage of its natural fit with Gen Y consumers, lagging behind the beer, cider and RTD categories.
“We recognised this market gap, and set about creating a brand from the bottom up that is backed by solid consumer research and insights.”
The launch is supported by a digital, social media and public relations campaign, central to which is an interactive personality quiz on www.youwines.com.au to discover ‘who you are’.
“Most wine producers are still relying on the old paradigm that young peoples’ tastes will automatically mature into wine, as their parents did. But Gen Y’s don’t slavishly follow their parents; to imagine so is to fundamentally misunderstand the motivational dynamic,” said Eason.