Over a September weekend, Tatachilla welcomed blue skies in Sydney to launch a new sub-brand – White Admiral. An exciting new lifestyle brand, White Admiral is the latest innovation to be released by Accolade Wines, after identifying a gap in the market for a light and refreshing wine with a fun element for wide consumer appeal.
Inspired by coastal living and a relaxed approach, this contemporary consumer-led innovation was created to leverage the 1–6pm daytime occasion where wine is currently under-represented. The wine is light & fresh, lower in alcohol (9% ABV) and consists of high growth varietals; Rosé +27% and Pinot Grigio +8%.*
The unique, contemporary element is the labelling, which tell you when the wine is the perfect temperature to drink by changing colour. Ally Watts, Global Innovation Manager commented that “the label not only looks beautiful, it also disrupts shoppers and adds a surprise and delight element to the wine”.
The strategic intent behind the launch of this brand is to create excitement and recruit millennials into the brand with a relevant proposition that captures the spirit of Tatachilla.
To launch the wine, we partnered with event experts Secret Foodies to create a consumer event targeted at millennials in Sydney and Melbourne that brought this relaxed coastal brand to life.
The first event took place on Saturday 14 September in Manly on Sydney’s Northern Beaches. Guests were greeted with Tatachilla White Admiral, canapes, a luscious grazing table, live music and more.
With 90+ guests and a mix of paying consumers and influencers, Rebecca Cope, Digital Marketing Manager, commented that the event was a great success. “The feedback on the wine and the event was overwhelmingly positive. Consumers really engaged with the brand, helping us to build excitement for the launch.”
Make sure you follow @tatachilla on Instagram to keep on top of all the exciting launch activities for this brand.