Published On 03/16/2017

Brancott Estate takes a fresh perspective with its bright new campaign

Brancott Estate is introducing a new creative campaign that will build on the winery’s heritage as the first to plant Marlborough Sauvignon Blanc

The campaign will present the brand as the natural first choice for global consumers wishing to explore progressive new ways to enjoy New Zealand’s finest wines.

The campaign, which is currently being introduced, is forged around a new sign-off line — A Fresh Perspective, and features a broad range of creative initiatives, including a striking new visual identity, impactful point of sale, a new brand website and digital content which brings to life the mindset, methods, wines and people of Brancott Estate.

Celest Kenny, Global Marketing Manager for New Zealand Wines says the campaign will connect with consumers by offering them award-winning wines that harness the optimistic forward-thinking spirit of Marlborough.


“There is a big opportunity for us to differentiate Brancott Estate to consumers, whether they are in our home market, our existing markets, or in emerging markets”, says Celest.


“We’ve undertaken detailed research to identify the most compelling way to position our brand and connect with our target in these key markets.  ‘A Fresh Perspective’ is a bold voice in a crowded category and enables us to tell new stories about our ways, our people, their ingenuity, their creativity, and, above all, their passion for crafting amazing wines.”

The creative repositioning for Brancott Estate started last year with the introduction of an eye-catching new brand icon as the central element of its revised labelling and packaging.

“The work the team did last year on our packaging and identity puts us in a very strong position to build Brancott Estate as the first choice for consumers”, says Celest. “Our ultimate goal is for Brancott Estate to become the world’s number one New Zealand wine brand by value, and we’re confident that the new creative campaign will be a key part of achieving this objective.”

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