We launched Dan Murphy’s 2015 Cellar Release program with media and influencer engagement and an intimate dinner.
Cellared wine can be perceived as less accessible to some of the ‘everyday’ wine drinkers who are not aware/educated around the access and benefits of drinking cellared wine. Additional individual wine brands also have their own cellar release programs which could be seen as competitive to Dan Murphy’s.
To break down the public’s view of cellared wines as being less accessible, we prepared an easily understandable overview of Dan Murphy’s Cellar Release program, complete with appealing imagery, in the form of a media release and communications outreach plan.
We then engaged with food, beverage and lifestyle influencers, educated them about the program and encouraged them to share information with their followers about how easily-available aged wine can be with Dan Murphy’s Cellar Release program. For launch, we also hosted an intimate sit-down dinner with the Head of the Wine Panel, Peter Nixon, leading media guests through a wine tasting with the recently released wines.