The Brief
Drive top-of-mind consideration for Australian wine in more of today's moments that matter.
Australian wine leads the domestic market by volume, yet fewer Australians are choosing wine regularly, with competition from RTDs and changing drinking habits accelerating category decline. In a crowded and complex category, the challenge was to highlight the quality and diversity of Australian wine while demonstrating its place in consumers' everyday moments.
Wine Australia needed a unifying national campaign to re-engage consumers and encourage Australians to choose local wine on more occasions. The brief called for a clear, scalable idea that could anchor a national focus period in August 2025, while remaining open-access and flexible enough for regions, retailers and wineries of all sizes to activate and extend.
The Challenge
Australian wine already dominates the domestic market by volume, yet the category is under real pressure. Wine consumption is declining, driven by low-involvement drinkers exiting the category, increased competition from RTDs and other alcohol formats, and shifting drinking habits. Despite population growth, the number of regular wine drinkers has reduced - resulting in a smaller, more discerning audience.
At the same time, imported wines over-index around a handful of clear, easy-to-understand cues (Prosecco, Sauvignon Blanc, Champagne), while Australian wine’s greatest strength - its diversity - risked becoming a barrier to choice.
Backed by federal funding, Wine Australia needed a national, open-access campaign that could reignite consumer engagement; encourage discovery across regions, styles and producers; be activated by retailers, regions and wineries of all sizes; and unite the industry behind a shared moment.
Strategic Insight
With 65 diverse wine regions across the country, Australian wine already makes a wine for every moment.
The challenge wasn’t range - it was relevance. Consumers didn’t need more education; they needed a simple, confident cue that Australian wine belongs in everyday occasions, not just formal or traditional ones.
campaign platform
We make a wine for that. A flexible, memorable platform that reframed Australian wine as approachable, not precious; adventurous, by nature; and perfectly suited to modern Australian occasions (expected and unexpected).
campaign strategy
Tasked with creating a campaign that could be genuinely used by producers, distributors, or sellers, we developed a unifying idea that worked at every scale.
‘We make a wine for that’ became both a consumer-facing invitation and an industry rallying cry.
The platform deliberately paired Australian wines with occasions not traditionally associated with wine - nudging consumers to rethink their default RTD or beer choice and reinsert wine into more moments of everyday life.
Campaign activation
To ensure broad adoption, the campaign was built as an open-access ecosystem, including a campaign microsite with ready-to-use assets and templates; co-brandable collateral for retailers, cellar doors and regions; a central hub for national, regional and winery-led events; and assets designed for reuse beyond the August focus period.
Part awareness campaign, part industry-pride movement, the work balanced a clear consumer call-to-action with tools the Australian wine community would be proud to activate and amplify.
