Brown Brothers celebrates fruity wine in all its forms in ‘Anything But Dry’ platform via TABOO
One of Australia’s leading family-owned wineries Brown Brothers is turning up the volume on wine marketing with a bold new platform created in partnership with TABOO, for its Fruity portfolio ‘Anything But Dry’, designed to captivate the next generation of flavour-loving drinkers.
The Australian drinks landscape is shifting, with younger consumers increasingly embracing RTDs, spirits and non-alcoholic options. While wine is far from out of the picture, it’s in need of a refresh. For a generation raised on flavour and fun, Brown Brothers is reimagining what wine can be: vibrant, approachable and anything but dry .
With a legacy of innovation (Brown Brothers were the first to launch Moscato in Australia back in 1996), the family-owned winery is once again setting the pace. Their brand platform, ‘Anything But Dry’ , created in partnership with TABOO, positions fruity wine as fun, spontaneous and proudly unpretentious.
The campaign, shot by Lulu Cucciara, doesn’t whisper sophistication; it clinks glasses, smudges lipstick and snort-laughs with friends. Featuring confident women living life loudly: the visuals capture moments of sweaty, kitchen dancing, engaging in spicy D&Ms and reaching for a wine that tastes as delicious as it is refreshing.
Says Charlotte Adorjan, ECD at TABOO: “Fruity wine doesn’t need to act like wine. The people who love it are anything but dry, so this campaign celebrates them. A generation who love a Moscato on a Monday, who don’t take themselves too seriously, and don’t give a hoot about ‘tannins’ or ‘legs’ – unless it involves a spray tan for a night out. There’s so much fun to be had in the wine world, it’s time to make it more accessible to all.”
With a portfolio that includes Australia’s favourite Moscato, Sparkling Moscato and the vibrant Cienna, Brown Brothers continues to lead the fruity wine category with flavour-first innovation and a legacy of doing things differently. From Moscato Mango Swirl to Passionfruit Spritz and the soon-to-launch Moscato Lush Lychee, Brown Brothers is reminding drinkers why it has led the fruity category for decades – and why it’s still the one
to watch.
Says Georgia Bruton, Chief Marketing Executive of Brown Family Wine Group: “With ‘Anything But Dry’, we’re celebrating our bold, fruity portfolio – crafted for those who love flavour, live for fun, and drink with pride. It’s uniquely us, made for them.”
The campaign launches this week across OOH, video, digital, social, and in-store activations. Juicy colours, bold typography and candid visuals blow the dust off category conventions, positioning Brown Brothers Fruity Wines as the antidote to dull.
Client: Brown Family Wine Group
Georgia Bruton – Chief Marketing Executive
Benjamin Dixon – Group Marketing Manager
Sarah Bronsvoort – Senior Brand Manager
Monique Brougham – Brand Manager
Agency: TABOO
Charlotte Adorjan – ECD
James Mackinnon – Partner/Managing Director
Kate Prowse/Angus Pearce – General Manager
Dane Falkström – Design Director
Lewis Brown – Integrated Designer
Zoe d’Orey – Junior Art Director
Alicia Spyropoulos – Junior Copywriter
Sharni Campbell – Senior Account Director
Sofie Schmid – Senior Account Manager
Tatum Ambler – Strategy Director
Amy Simmons – Senior Integrated Producer
Jacqui Walker – Creative Operations Director
Maddison Fricker – Integrated Producer
Photographer Lula Cucchiara
Executive Producer Rich Cole
Producer Manuela Leigh
DOP Brett Brown
Retouching Alex Reznick
Casting Chicken & Chips
Post Production
Editor Luke Urquhart
3D Bottle Renders Mark Trethewey
Sound Design
Bang Bang Studios
Sound Engineer – Sam Hopgood
Executive Producer – Holli Dee