The team at Independent Brands Australia (IBA) know their retailers can be at the heart of every shopping and consumption moment. Which is why Cellarbrations has launched its new brand campaign focussing on the local knowledge and varietal expertise of its retailers, who share in the joy of their shopper’s occasion, however large or small.

Consumers are drinking better and are expanding their category repertoire, so for the first time Cellarbrations has made the strategic decision to not just represent the well-known occasions, but also represent changing consumer trends with non-alcoholic drinks. Non-alcoholic for Cellarbrations is a strategic pillar of the category strategy and is represented through the retailer’s alternative drinks offerings, which includes such choices as low sugar, low carbs, and gluten free as well.

Guy Moroney, IBA Category Manager, shared: “We have seen double digit growth come out of the low and no alcohol category and low sugar growth has continued to bring value for our retailers.”

The ‘Good Shout’ campaign, which has been developed with a years’ worth of content, is being brought to life with the banner’s distinctive assets; 15 second TV ads, in-store, catalogue, social and digital. It kicks off with footy finals and during October (or Oc-sober for some), the alternative drinks strategy will be prominent. The campaign will promote the bigger key selling periods, but an always-on suite of assets has been developed for those year-round occasions.

Josh Gaudry, GM Marketing, Australian Liquor Marketers, said: “The Cellarbrations brand is grounded in knowledge and the joy in being able to recommend just the right drop for any occasion. Our campaign is deliberately simple in execution, focussing on joyful characters and consistent campaign codes.

“We knew from research that Cellarbrations was already seen as a ‘cut above’ and that customers valued advice, quality and value. We also knew that our customers liked to celebrate the smaller, everyday moments that colour our lives, not just the big traditional festive occasions.”

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.