Wine Victoria connects wine lovers to the best of their backyard with ‘Behind the Vines’ via Taboo

Wine Victoria connects wine lovers to the best of their backyard with ‘Behind the Vines’ via Taboo

Following a competitive pitch in 2020, Wine Victoria has launched Behind the Vines, an integrated campaign and digital platform via TABOO, to support the local wine industry after a devastating year.


In an effort to support the Victorian wine sector, Behind the Vines, a digitally-driven campaign has launched to provide a definitive destination for consumers to discover, connect and buy the very best of Victorian wines, direct from over 700 Victorian wineries.

The hero of the campaign is a digital directory that customises recommendations for consumers based on preferences of flavour, style and winery practices, to help drinkers discover new wineries.

In an attempt to demystify the art of choosing a bottle, a supporting content series covers off recommendations from winemakers all over Victoria exploring wines for any occasion, from gifting to BBQs and more.

Wine Victoria connects wine lovers to the best of their backyard with ‘Behind the Vines’ via Taboo

A complementary PR campaign managed by Alt/Shift saw dozens of winemakers across the state heroed in extensive coverage spanning print, radio and TV, including Halliday Magazine, The Age, Herald Sun, and Sunrise, with a reach to date of more than 27 million.

Says Angie Bradbury, chair of Wine Victoria: “Our state has so much to offer but there has never been a simple, one-stop-shop for people to visit and connect with new or favourite producers. We know people want to support Victorian businesses and we needed to make it a whole lot easier for that to happen.

“Behind the Vines was created to champion our talented local winemakers, and so far, we have seen consumers really getting behind our local makers and exploring the state’s vineyards and cellar door offerings.”

Wine Victoria connects wine lovers to the best of their backyard with ‘Behind the Vines’ via Taboo

Says Christian Dal Zotto, marketing manager at Dal Zotto Wines: “After a year like no other, Behind the Vines has driven digital leads and cellar door visitation all over Victoria. The campaign has given hundreds of small businesses valuable PR and advertising we couldn’t access ourselves, providing a much-needed boost to wineries.”

Celia McCarthy, account director at Taboo says the agency was thrilled to be working with Wine Victoria on such an important campaign: “Anyone living in Victoria in 2020 knows the hardship our local businesses experienced was unlike anything else in Australia. From watching the city blanketed with smoke in January, to waiting out one of the strictest, and longest lockdowns globally, we feel incredibly privileged to create something to meaningfully support our local wine industry now and into the future.”

Brought to life with funding provided by Global Victoria, the campaign was supported by an out-of-home advertising campaign, digital advertising, earned media coverage, and a media partnership with GoodFood, effortlessly bringing together producers from throughout the state to share the unified messaging of supporting homegrown, local businesses.

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Brand: Wine Victoria
Chair: Angie Bradbury
Project Manager: Richard Howden

Creative Agency: TABOO
Director/Strategy Director: James Mackinnon
Executive Creative Director: Nick Jamieson
Associate Creative Director: Steph Kitchin
Creative: Max Kennedy
Senior Producer: Sim Greentree
Digital Strategist: Briony Singh
Group Account Director: Kate Prowse
Account Director: Celia McCarthy

Production: Betty Wants In
Director / DOP: Michael Mouritz
2nd Camera Operator: Jack Rintoul
Editor: Isobelle Amie
Executive Producer: Drew Dunlop
Production Manager: Ally Curtis

Public Relations Agency: Alt/Shift
Elly Hewitt: Managing Director
General Manager: Sam Vassos
Senior Account Manager: Harry Stechman
Account Manager: Amy Westacott

Media Buying Agency: Hatched
Planning Director: Regan Hancock
Communications Manager: Bronte Clarke

Website: DoubleQ