About the Campaign:
- Australian’s oldest family owned winery, Yalumba, will unveil a new marketing campaign this week for its popular Y Series collection.
- Campaign kicks off week commencing October 28
- The Yalumba Y Series features 11 wine styles and is targeted at wine interested consumers aged 25 to 54 looking for a fun, reliable wine adventure.
- The campaign comes after six successful years of the outdoor Talk Eat Live Laugh – Share Yalumba
- Now time for a fresh look, and to take the opportunity to speak specifically about Y Series
- The campaign consists of television and cinema advertisements, in store media and digital executions.
- The introductory media schedule will establish the new campaign in these markets over four weeks, before a second burst to further engage the target consumer starts in February.
- Geographically, we are focusing on Sydney, Melbourne and Brisbane, as well as key regional centres in NSW, Canberra, Wollongong and Tweed/Gold Coast.
- The versatile campaign is focused on driving brand Y and label recognition, with the creative executions removing the letter Y from key words, before replacing it with the Y Series cap.
- The campaign reminds consumers not to forget the Y – that Y Series is a refreshing, diverse and enjoyable ‘any day’ choice to drink with friends.
Established in 1849, Yalumba is Australia’s oldest family owned wine company
After more than 160 years, Yalumba remains fiercely independent and extremely progressive through exclusive ownership by the Hill Smith family.
Led by fifth generation Robert Hill Smith, teamwork is vital and decisions are the result of patience, consensus and innovation. There is foresight to micro-manage individual vineyards, a will to preserve the very old vines of the Barossa, and the knowledge to behave as a leader in their industry.
- Yalumba Y Series Pinot Grigio – Hero Wine
- RRP – $14.95
- Distributed by Samuel Smith & Son
- Tasting note & image attached
- Leading Pinot Grigio in the $10-$15 category (Nielsen)
90 POINTS: “I don’t think anyone looking for – or even hoping for – anything really profound with an inexpensive fresh-from-vintage white wine like this … but we do want to know whether it’s a good option for summer.
This release is a resounding ‘yes’. It walks a beautiful line between neutrality and fullness; it sits right in the middle between ‘not quite enough’ and ‘that’s too much’. Citrus, slate, pear, lifted spicy honeysuckle. It smells good, doesn’t have a lot of mid-palate, but then comes alive again through the finish. As much gris as grigio, really, but delicious drinking. Wasn’t sure what to ‘score’ it but decided to fall just on the generous side, to acknowledge the excellent buying choice it represents. Drink (very) young. “ [Campbell Mattinson, Oct 15 2012, The Wine Front]