Advertising campaigns

Making a quality wine doesn't mean the communication about it can't be different. Some recent examples show that it is possible to have a different approach on advertising on good wines:

:: Babich wines whose recent advertising campaign claims "The 'bich is back";

:: Morton Estate with its black humour advertising campaign;

:: The original label concept created by Maven: a series of eight different photographs labelling one wine.

Disruptive labelling

Even if most of New-Zealand wine labels seem to be more conventional than the Australian ones, some creative packagings are to be found on some quality wines.

Print of a hand (Seresin) or fingerprint (Waipara Hills), pixellized vineyards (Spy Valley) or transformed picture of the winery (Rongopai), and other approaches with interesting graphics, such as Miro, Falton and Craggy Range wines.

Screw cap, once again

Like in Australia, most of New-Zealand bottles have a screw cap.

However, this choice is explained to consumers with some educational initiatives, such as a leaflet tied to some bottles in the shops: a technical explanation on why a screw cap is good for the wine, and the signature of all wineries belonging to the "New Zealand Screwcap Wine Seal Initiative".