Wynns is well-known as a heavyweight in the Australian winemaking world, and now Treasury Wine Estates (TWE) is rebranding and repositioning Wynns as a true luxury wine brand.
The move comes after TWE recently announced the evolution of its luxury-led portfolio strategy, unveiling its new global premium brands division, ‘Treasury Collective’.
To formulate the rebranding TWE said it looked deeply into the DNA of Wynns, to find a fresh perspective on the iconic brand. The result is a new brand platform, ‘Brutally Elegant’ which encapsulates Wynns as an unexpected wine, produced from rugged beginnings.
TWE described Wynns as a wine tempered by arctic winds from the Southern Ocean, grown in rich Terra Rossa soil on top of ancient limestone, which Tom Opie, Creative Director at Splash (Treasury Wine Estate’s in-house creative agency), said was the foundation of the new brand position.
“Brutally Elegant is the story of juxtaposition, yin and yang, dark and light,” Opie said. “An evocative and visceral theme, one that we look forward to informing brand experiences, tastings, brand ambassadors and more.”
TWE’s Head of Regional Marketing, ANZ, Nick Powell, added: “‘Brutally, Elegant’ captures the raw beauty of Coonawarra and the uncompromising craftsmanship behind every bottle of Wynns. This new platform allows us to share our story in a bold and authentic way – one that reflects both the wildness of our landscape and the quiet confidence of our wines.”
TWE said the new positioning for Wynns will appear across social, OOH, point of sale, tasing notes, website and much more, adding that this repositioning has taken a full 360 approach across all touchpoints.
