Wairau River’s Reserve Rosé isn’t just a wine; it’s a lifestyle statement. In a market saturated with surface-level beauty, we built a campaign that celebrated what’s inside, positioning Reserve Rosé as a rare and natural beauty: authentic, elegant, and unforgettable.
The launch of Wairau River’s Reserve Rosé came with a clear challenge: how do you connect a premium wine with a generation of women demanding more from the brands they buy into? Our answer was to create a campaign that spoke to substance over surface: Beautiful on the inside too.
Instead of relying on flamboyant packaging or flashy visuals, the campaign highlighted purity, simplicity, and authenticity. We positioned the Rosé as a reflection of modern values: a wine that is elegant, minimalist, and true to itself, much like the inner beauty it championed.
Campaign delivery included content creation, national digital and social placements, and immersive brand experiences. We created a premium fashion-inspired build-up with teaser advertising building a VIP list for first-release access, generating anticipation and urgency. A styled photo and video shoot anchored the creative, supported by collaborations with local partners to enrich storytelling.
Timed activations at key events such as Garden Marlborough and Marlborough Wine & Food Festival featured floral installations, premium picnic displays, and in-person activations. These not only built visibility but also captured new leads through giveaway entries and targeted email marketing lists.
Wairau River Reserve Rosé became synonymous with natural beauty, modern femininity, and authenticity - a brand story that resonated with women in their 20s and 30s, and inspired men to gift it as a symbol of appreciation.
