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

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

IMAA Announces New Group Deal Arrangements With Media Research, Planning And Training Companies
  • Media

IMAA Announces New Group Deal Arrangements With Media Research, Planning And Training Companies

The Independent Media Agencies of Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry has announced a series of group deal arrangements for its members, offering them savings on industry reporting, training and media tools. The group deal arrangements, brokered by the IMAA, offer independent media agencies access to reporting and […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Connection As Currency – How DTC Brands Are Changing Commerce
  • Opinion

Connection As Currency – How DTC Brands Are Changing Commerce

James Horne (main photo) is the CEO of Balance Internet. In this guest post, he says direct-to-consumer DTC brands that endure past the initial launch have a true differentiation, standing out from competitors by driving connection… We’ve always known that brands need more than a good product and website to stand out from their competitors […]

Opinion

by B&T Magazine

B&T Magazine
Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]