Dean & Monroe’s New Wine & Product Refresh
Giving fizz its fashion moment with a style-forward launch, powered by snackable content
Client:
Pinnacle Drinks
The brief
Dean & Monroe don’t do wine the usual way. They’re creators of trend-led, fashion-inspired bottles from Victoria’s King Valley — and when they asked us to help launch their new Icon Series Moscato and reveal a bold new look for their King Valley Prosecco, we knew it called for a campaign with flair, powered by curiosity.
Our curious spark
What happens when your audience can’t come to the party? You bring the party to them. We leaned into where our audience already was — on social media — and crafted a digital-first, content-driven campaign that didn’t just launch products, but told a fresh, fashion-forward brand story.
Creating a buzz, from screen to sip
Dean & Monroe isn’t your average winery. Their blend of sophistication and creativity meant a traditional launch was never going to cut it. The challenge? Do it all for a younger LDA audience that’s never been more discerning or distracted.
Activating curiosity and creativity
Our curious crew at work
This wasn’t just a product launch — it was a style moment. By pairing premium visual storytelling with the power of influencer collaboration, we helped D&M connect with a younger, style-conscious audience in a way that felt authentic, elevated and exciting.
Proof that curiosity pays off
Huge reach
Over 7 million people reached and 120 KOLs engaged.
Powerful social impact
83% increase in Instagram followers & rich new library of UGC and branded content.
Increased engagement
Engagement rate 2x the alcohol category average.
Lessons in curiosity
Sometimes the best way to drive discovery is to get playful with your platform. With in-feed entertainment, curated partnerships and an approach that put the bottle at the centre of the story, we helped Dean & Monroe turn a product launch into a fully-fledged brand moment. We’ll drink to that!