By Andy Young
Yalumba has today launched a major new advertising campaign, which will encompass television, cinema, digital marketing, point of sale and events activations.
The winery will focus on two key brands for the campaign, Yalumba Patchwork Shiraz and Yalumba The Scribbler Cabernet Sauvignon and Shiraz, with the tagline of "One Family. Many Stories".
Yalumba Executive Director of Marketing Matthew Taylor said: "Our family ownership gives winemaker Louise Rose and her team the freedom to experiment with different wine styles and varieties, while also paying respect to, and learning from, 166 years of history and experience.
"Patchwork and The Scribbler personify this paradox – Patchwork is the classic, sophisticated Barossa Shiraz while The Scribbler is irreverent and contemporary. The reflective work in this very sophisticated and cinematic commercial showcases this juxtaposition beautifully.
Taylor added: "The commercial will be complemented by extensive point-of-sale material and digital advertising with Fairfax Media’s Good Food & Traveller pages, as well as SBS online and our own microsite on yalumba.com.
“In addition, we have confirmed our support as the national wine sponsor for Good Food Month and are currently building a new consumer activation to complement our much loved Yalumba Festival Garden shipping container bar.”
Yalumba Patchwork Shiraz 2013 retails for $22 and Yalumba The Scribbler Cabernet Sauvignon & Shiraz 2012 retails for $24. Both wines are available through the Yalumba Wine Room or at quality retailers throughout Australia.