Australian Vintage Limited (AVL) aimed to create a new brand that would resonate with Generation Y’s tastes and lifestyles, in ways existing wine brands had failed to do. YOU wine was created with this purpose in mind and to ultimately mirror the values and preferences of Gen Y drinkers.
AVL worked to create a genuine connection with Gen Y, which required a sound and incisive psychological understanding of the target market. Previous research had produced key Gen Y consumer insights and helped AVL develop the idea of reflecting the kind of character that is used to categorise and describe people in their product. Each variety of wine has its own personality story based on evaluations from winemaking and consumer perspectives.
The visual and content impact of the packaging was also created to appeal to Gen Y specifically, with the inclusion of characteristics such as aspirational personality terms on the back label. This allows Gen Y consumers to establish a connection with their own personality match, as well as identify their friends in personalities. The bottles have silk-screened labels to distance the packaging from others and even the health warning — love wine RESPONSIBLY — is presented positively. AVL also aimed for digital interactivity via the brand website, which included a personality quiz that aligns each user with their wine personality match. YOU wines also ensure they use appropriately aged social media influencers to fit with the brand’s sense of generational authenticity and lifestyle appeal. All these qualities and strategies ensure that they successfully target Gen Y.
YOU wines also aim to bring Gen Y’s tastes across from sweeter beverages, therefore the right mix of taste and texture was critical. The sourcing of high quality grapes meant that the varieties could stand as a staple range, as Gen Y drinkers’ tastes became more developed.
The sales from the launch period — August 2015 to February 2016 — totalled 94,212 bottles, proving AVL’s new product a success. Due to the innovative ideas, YOU is being recognised for a New Product Innovation Award in the Australian Business Awards 2016.
The Australian Business Awards are the regional chapter of an integrated, hierarchical leadership program conducted on a national and international level. Eligible organisations from each region are invited to participate in the international chapter of the program at The World Business Awards. Conducted annually and currently in the second year of its international launch, The World Business Awards seeks to engage with the world’s business, innovation and technology leaders through a global recognition and knowledge building initiative that is underpinned by the program’s established framework. The program engages with organisations worldwide to benchmark the full spectrum of their products, services and initiatives and to review their business performance. The cycle culminates in the recognition and celebration of organisations that implement world-class business initiatives and industry leading products and services on a prominent and far-reaching scale. All entries must be entered in the regional chapter where the organisation is based.
Organisational participation includes private companies, publicly listed companies, multinational subsidiaries, not-for-profit organisations, non-government organisations, educational institutions, franchise systems, partnerships, government departments, government agencies, local government and statutory bodies operating in Australia.
Initiatives can include but are not limited to projects, programs, processes, systems, technologies, developments, ventures and undertakings.
Entries are assessed utilising a robust and dynamic framework to ensure that the assessment process is pertinent and objective. The World Business Awards Framework (WBA Framework) is utilised as a structured model of assessment that enables the participating organisations to be benchmarked against world class performance standards. The Framework consists of specialised assessment modules pertaining to the evaluation criteria for each of the award categories. The criteria and sub-criteria provide a robust set of requirements that are used as the methodology for benchmarking and learning among the participating organisations.
Organisations that participate are provided with the unique opportunity to benchmark themselves against the top performers globally. The recipients are acknowledged for their achievements and recognised as the elite of their industry earning a place amongst a distinguished group by having their products, projects, initiatives, contributions and achievements recognised on a prominent and far-reaching scale. The program provides the ultimate platform for building knowledge, increasing brand awareness, equity, loyalty and retention through increased exposure, recognition and prestige. This establishes a valuable resource that can be used extensively to create opportunities for publicity, positive organisational profiling and heightened brand awareness within the respective industries both nationally and internationally.