Tyrrell’s Wines extends beyond the Hunter Valley
Introducing Tyrrell’s new Beyond Broke Road, a range of varietals originating from regions outside of the Tyrrell’s traditional Hunter Valley home. This is where Tyrrell’s plays outside of the Hunter-grown varietals, and experiments with their award-winning winemaking skills on other styles.
Based on 12 months of product development, market research and testing, Tyrrell’s have developed this new range targeting ‘young professionals’. Focus groups, analysis of consumer trends, online testing, research with trade and direct consumer testing were all part of the development process, with Beyond Broke Road resulting as the clear winner.
The target consumer is the young professional who is starting to leave their ‘broke’ days behind, defined in terms of their life-stage rather than by age. They’ve got real disposable cash for the first time. They’re moving from clubs to dinner parties, takeaway to BYO restaurants. Most of all, the young professional is beginning to understand the social currency of wine, and why you should spend a little more for a good bottle.
Beyond Broke Road was designed for, with and by young professionals.
Drawing on the current consumer trend of premiumisation, Tyrrell’s new brand, Beyond Broke Road, delivers the young professional a quality bottle of wine in the varietals they like to drink.
Bold, clean and fresh, Beyond Broke Road’s packaging is reflective of the wine that is bottled inside.
The range launches with four varietals:
- 2016 Sauvignon Blanc from Orange, NSW
- 2017 Pinot Gris from Eden Valley, SA
- 2016 Shiraz from Heathcote, VIC
- 2016 Cabernet Sauvignon from Limestone Coast, SA