Taylors Wines

Ageing Appropriately

Opportunity

Taylor's Wine had long been a trusted name among mature wine drinkers, but its core audience was ageing. As younger consumers developed new tastes and preferences, the brand faced the risk of becoming less relevant. To secure its future growth, Taylors needed to connect with a younger demographic without alienating its loyal base and find fresh ways to engage a new generation of wine lovers.

Outcome

A fresh, creative positioning platform that spoke directly to younger consumers while respecting Taylor’s heritage. This new approach struck a balance between modern relevance and authenticity, making the brand feel both approachable and aspirational. We then crafted a global campaign to bring the platform to life across digital, retail and experiential channels. The campaign successfully engaged a new generation of wine drinkers and helped Taylors build lasting connections beyond its traditional audience.

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Credits

Taylors Wines
Chief Marketing Officer - Tanya Marler
Senior Global Marketing Manager - Angela Pursey
International Brand Manager - Jayshal Bawa
Brand Manager - Frankie Bradburn

Creative - Agency Next Door
Partner & Strategy Director - Kieran Burke
Partner & Executive Creative Director - Jay Woods
Creative Director - Nick Jamieson

Production - Mojave
EP - Harrison Mark
Director - Lincoln Caplice
Producer - Hamish Roxburgh
DOP - Grégoire Lière
Photographer - Josh Robenstone
Editor - Lucas Vazquez
VFX & Online - ThingFX

Type Foundry - Pangram Pangram