Our client recognised there was a gap in the market for full-flavoured, fruit driven wines: a style that that had once been popular but was increasingly more difficult to find as leaner-styled wines are in vogue. Many consumers still loved big oakey wines because they are luscious and easy to drink.

In his discussions with winemakers and the trade, our client found no-one was interested in making- or even discussing- these big wines despite their popularity with consumers. It was the proverbial elephant in the room.

We took the story and ran with it: we turned a wine style into a bold brand statement. From capsules, shippers to instore displays, the joy of Elephant in the Room is how powerfully the brand applied to so many different mediums. Consumers loved not only the winestyle but also the brand’s quirky and unorthodox personality.

Elephant in the Room so resonated with consumers it was Fourth Wave Wine’s most successful new launch and the second fastest growing brand in Australia in 2017.

(Source: Aztec Scan Sales)