Taylors Wines has appointed FMCG branding studio Molasses across its portfolio of brands, as the family-owned winery continues its evolution under its new brand platform, ‘For All Time’.
The appointment marks the next step in Taylors Wines’ journey to put the consumer at the centre of its brand experience. Molasses will work with Taylors Wines to refine the strategic intent and delivery alongside existing agency partners, 31st and AND, who developed the ‘For All Time’ platform, to bring the winery’s refreshed positioning to life through design, campaigns and activations.
Molasses was appointed without a pitch and selected for its strategic, design-led approach and ability to work across brand campaign for retail and shopper activation. Molasses will work closely with Taylors to deliver its aspirational goals in market, collaborating to develop creative and design solutions that connect brand storytelling to key consumer moments.
“We’re really excited to be partnering with Taylors Wines to help them bring their brands to life, working with their new brand platform ‘For All Time’. This is a really exciting time for Taylors as they move to embrace becoming a greater part of the consumers’ world, reintroducing their heritage brand with a contemporary lens. It’s great to be working with this progressive brand, really looking to mix up the category and connect to a modern consumer,” said Dan Parritt, co-founder and brand director, Molasses.
“We love the thinking, proactivity and the creative solutions the team at Molasses deliver. They’ve challenged us to push boundaries whilst being mindful of our new positioning and working as a valued extension of the team,” said Taylors Wines chief marketing officer, Tanya Marler.
Taylors Wines, which includes brands Taylors Estate, Jaraman and St Andrews, was established in 1969 in South Australia’s Clare Valley, and is one of the founding members of Australia’s First Families of Wine.
The appointment by Taylors Wines sees Molasses expand its recent work with clients, which includes Sara Lee, Pernod Ricard, Birch & Waite and Marnong Estate.
