Client Profile

Austin’s Wines is a second generation family business producing single vineyard, premium wines in the Moorabool Valley. Owned and operated by Scott and Belinda Austin, their largest brand is the highly successful, vibrant 6FT6 range.

The Challenge

Austins approached Passionfolk to work with them on a marketing strategy that would help to meet different consumer needs and occasions, as well as maximise efficiency and profitability through their brand portfolio.

Primarily, the brief was to build the parent brand (then known as Austins & Co) into a clearly defined, premium brand that reflected Scott & Belinda’s contemporary approach to wine. It needed to command a price point that reflected its superior wine quality. Additionally this brand needed to define the overarching Austins experience for its customers and trade, providing a ‘step up’ proposition for legions of loyal 6FT6 customers - giving them an easy choice for a special occasion wine, thus keeping them ‘in the family’.

Our Approach

What a fun project! Janet loved being able to draw on her decade-long experience managing national alcohol brands! Lots of category research and internal organisational analysis regarding the existing brand portfolio, development of brand archetypes and consumer insight. At this point, the strategy was fed into a brief for Co-Partnership, the amazing creative agency who designed the 6Ft6 brand. They created a new look Austin’s wine brand with beautiful packaging.

Passionfolk then translated the new design across all other aspects of brand collateral including POS and sales materials, as well as creating a new Austin’s Wines website. Other projects included running the PR for the new initiative, Rent-A-Vine.

Passionfolk was delighted with the opportunity to work with the team on such a big project. One thing we’ve learned - the Austin family never rests on their laurels! We look forward to seeing them continue to innovate and solidify their well-earned success in the Australian wine market.

Some Materials We Produced