Fourth Wave Wines: Elephant in the Room

Fourth Wave Wine, an independent wine producer, created the brand Elephant in the Room, which used the design of elephants in different rooms to define each wine, increasing sales in Australia.

Design consultancy: Denomination Advertiser: Fourth Wave Wines

Executive Summary

Fourth Wave Wine, an independent wine producer, briefed us to develop name, branding and packaging for a new wine to be sold in independent retailers as well as Endeavour Drinks Group (EDG), a major supermarket chain. The aim was to gain distribution was not only a success with EDG, but became the fastest selling Pinot Noir in Australia. Jumping to 40,000 cases in the first nine months, the brand then rocketed to 120,000 cases - a 200% increase in sales - in the following ten months. The second most successful NPD launch in Australia in 2017, convinced EDG to take a further seven brands from Fourth Wave and established the company as a "go to"for innovative, appealing brands. The brand's success was not limited to EDG outlets: it was a hit with independents and on-premise. From local distribution at launch, within 18 months the brand was being exported worldwide to ten countries.

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