REBORN Group partners with AVL to launch YOU Wines in OZ designed for the digital generation

Love & Wine (a REBORN Group company) has successfully partnered with Australian Vintage Ltd (AVL) to launch YOU Wines into the Australian market – a wine brand designed specifically for the digital generation.

Says David Easton, founding partner, REBORN and Love & Wine: “Partnering with Australian Vintage Ltd (AVL) to create a wine brand specifically targeted at Gen-Y was a dream project, creating a brand from scratch is always an enjoyable challenge.”

Says Cameron Ferguson, general manager, Australian Vintage Ltd (AVL): “The launch of YOU Wines is a result of our deepening understanding of consumer behaviour and segmentation. We’ve challenged our business to be responsive, listen to the needs of our retail partners and bring genuine innovation to the wine category. It’s fair to say that the wine category has to date failed to take advantage of its natural fit with Gen Y consumers, lagging behind the beer, cider and RTD categories. We recognised this market gap, and set about creating a brand from the bottom up that is backed by solid consumer research and insights.”

Available nationwide through Dan Murphy’s, the range features four wines including Pinot Grigio, Chardonnay, Shiraz and Cabernet Sauvignon.

The launch is supported by a digital, social media and public relations campaign, central to which is an interactive personality quiz on www.youwines.com.au to discover ‘who you are’.

Says Easton: “Most wine producers are still relying on the old paradigm that young peoples’ tastes will automatically mature into wine, as their parents did. But Gen Y’s don’t slavishly follow their parents; to imagine so is to fundamentally misunderstand the motivational dynamic.”

REBORN Group has five brands within its portfolio – REBORN, Love & Wine, Lifestyle Media Group, The Thinkerers and OpenLIVE. The group recently setup an office in the UK and also has a JV in place with thedylanagency.