Mud House, the £47m brand from Accolade Wines[1], has unveiled its new ‘Taste the Adventure’ marketing campaign as its looks to increase its share of the market.  

The brand is already the most recommended New Zealand wine in the UK[2] and has seen +43% year-on-year growth[3].

The initiative aims to capture the adventurous spirit of the brand, which was created by two travellers who fell in love with New Zealand over two decades ago. The communications will shine a light on two of its local wine makers, Cleighten Cornelius* and Krystal Palmer.

The ‘Taste the Adventure’ campaign will roll out across print and digital formats, showcasing the wine makers at work on their vineyards, as well as capturing their adventurous outdoors spirit as they go hiking, fishing and camping. The assets will also be brought to life in-store through new POS and online via Mud House’s social channels.

Alongside the campaign, Mud House is refreshing its packaging to reflect this positioning and improve stand out on shelf.

Tom Smith, Head of Marketing – Europe, Accolade Wines, said: “We’re already the fastest growing top ten New Zealand wine brand globally; this new campaign and pack redesign will strengthen our position as we look to increase awareness and sales in the UK. Our wines aim to capture the fresh and adventurous spirit of New Zealand; with ‘Taste the Adventure’ we wish to inspire our consumers to live their life adventure to the full.

“Using our own wine makers as the heroes is a relatable way of bringing this essence of the great outdoors to our audience. With a big focus on digital including social media and disruptive POS, we’ll aim to target consumers at various stages of the shopper journey, raising awareness and increasing opportunities to purchase. We have an exciting year ahead and will continue to tap into this Kiwi sense of adventure.”

Mud House offers a range of premium red, white and rosé wines, available across grocery, convenience and the on-trade.

[1] Total Coverage Nielsen MAT 11.07.2020

[2] Wine Intelligence 2019

[3] Total Coverage Nielsen MAT 11.07.2020

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