THE CLIENT
Winemakers’ Federation of Australia

THE CONTEXT
Loss of names such as ‘port’, ‘sherry’ and ‘tokay’ as part of renegotiated EU agreement.

THE CHALLENGE
Find new names that all wine-makers can buy into and help us define a strategy for fortified wine that will re-ignite the category (arrest decline and turnaround to growth).

THE JOURNEY
Multi-stage process leveraging category expertise, creativity, strategic planning skills, qual and quant research skills, but most importantly, facilitation experience and the power of an evidence based, inspiring marketing strategy.

THE RESULT
Australia is currently in the process of securing trade marks on new naming conventions with solid evidence-based strategy supported by large, medium and small winemakers alike.